Cause-related marketing and consumer purchasing behaviour : consumer scepticism as a moderator and brand equity as mediator

Submitted in fulfilment of the requirements of the degree of Doctor of Philosophy in Marketing, Durban University of Technology, Durban, South Africa, 2024.

Author dc:creator

• Ewur, George Dominic

Contributors dc:contributor

• Govender, Jeevarathnam Parthasarathy
• Amoah, John

• Cause-Related Marketing
• Brand Equity
• Purchasing Behaviour
• Consumer Scepticism
• Attribution Theory
• Ghana
• Social marketing--Ghana
• Consumer behavior--Ghana
• Consumers--Ghana--Attitudes
• Brand loyalty
• Branding (Marketing)

Language dc:language

en

Identifier

https://doi.org/10.51415/10321/6263

OAI identifier oai:identifier

oai:openscholar.dut.ac.za:10321/6263