The Effect of Cause-Related Marketing in the Purchase Intention of Younger Generations in the Luxury Retail Industry - An Analysis in the Chinese Market

Silva, S. (Participant)
Iek Cho U (Student)

Research Center in Management and Economics (CEGE)

Activity: Supervision

Description

2023: Iek Cho U - The Effect of Cause-Related Marketing in the Purchase Intention of Younger Generations in the Luxury Retail Industry - An Analysis in the Chinese Market (Master thesis presented at University of Saint Joseph, Macau, China)

Period	2023
Degree of Recognition	Master

Keywords

Cause-related marketing
post-purchase guilt