Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.14/23641
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dc.contributor.advisorSilva, Susana Cristina Lima da Costa e-
dc.contributor.authorAlmeida, Manuel Rodrigues Gomes de Almeida-
dc.description.abstractOnline sales continue to grow fast throughout the world and companies have taken notice. They are investing to ensure that they don’t lose customers and one such way that they can do that is through cause-related marketing. Cause-related marketing uses ideas from various specialized areas such as the communication mix, corporate social responsibility, marketing for non-profit organizations and can provide benefits for all parties involved in the process, including the cause and consumers, and as such it can be a powerful tool. The purpose of this research is to determine how cause-related marketing will influence consumers in an online environment. To study this, a quantitative and cross-sectional study was carried out with a sample of 150 respondents. The study was conducted through an experiment, aimed at determining the effects of cause-brand fit and consumer-cause identification on consumers’ evaluations of online stores and online purchase intention. Structural equation modeling was used to examine the results of the experiment. The results show that consumer-cause identification has a positive impact on perceived value, and that this relationship is moderated by brand-cause fit, while revealing that it doesn’t influence online purchase intention. Brand-cause fit was shown to also have a positive influence on trust and online purchase intention, which is also impacted by perceived value. Trust on the other hand was shown to be a predictor of perceived value but not online purchase intention. Further discussion on the results and their managerial implications was conducted.pt_PT
dc.subjectCause-related marketingpt_PT
dc.subjectBrand-cause fitpt_PT
dc.subjectConsumer-cause identificationpt_PT
dc.subjectPerceived valuept_PT
dc.subjectOnline purchase intentionpt_PT
dc.subjectConsumer behaviorpt_PT
dc.titleOnline cause-related marketing : how does it influence consumers’ evaluations and purchase intention?pt_PT
dc.subject.fosDomínio/Área Científica::Ciências Sociais::Economia e Gestãopt_PT
Aparece nas colecções:FEG - Dissertações de Mestrado / Master Dissertations
R - Dissertações de Mestrado / Master Dissertations

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