Volume : 3, Issue : 4, April - 2014

The Impact of Cause–Related Marketing Programs on Purchase Behavior Improvement of Loyal Customers

Shijie Zhao

Abstract :

In this paper, we discuss the impact of cause-related marketing programs on purchase behavior improvement of loyal customers by studying the relationship between customer loyalty and purchase behavior. And then, we discuss the influence of CRM programs on purchase behavior. At last, we establish a conceptual model of this study and make a prospect of the future research.

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Cite This Article:

Shijie Zhao The Impact of Cause-Related Marketing Programs on Purchase Behavior Improvement of Loyal Customers Global Journal For Research Analysis, Vol:III, Issue:IV April 2014


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