| Titre : |
Influence of Cause-Related Marketing in FMCG Industry on Brand Attitudes and Purchase Intentions of Generation Z in China |
| Type de document : |
Mémoire |
| Auteurs : |
Xiaolei JIANG, Auteur |
| Année de publication : |
2021 |
| Importance : |
35 p. |
| Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec votre compte Office 365 via le bouton CONNEXION en haut de page. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
CHINE ; JEUNE ; MARKETING ACHAT
|
| Résumé : |
Recent years, Cause-Related Marketing has entered the public eye as a new marketing method, but compared with Western countries, research in China and development in this area is still not satisfactory. Coupled with the rise of Generation Z, their spending power has increased sharply, and their attention on brand social responsibility has increased. Companies need to make further efforts to achieve greater benefits in terms of these changes. As we all know, the FMCG industry is characterized by low loyalty, low consumer participation, and purchase decisions are affected by many factors. Therefore, in this study, we takes Generation Z as the research object and selects different FMCG brands for comparative research, with brand attitude as an intermediate variable to analyze the indirect influence of brand categories on consumer purchasing decisions. |
| Programme : |
MSc Marketing French Excellence |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=538655 |
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Influence of Cause-Related Marketing in FMCG Industry on Brand Attitudes and Purchase Intentions of Generation Z in China / 2021 
