MARC details
| 000 -LEADER |
|---|
| fixed length control field |
02633cam a2200289 a 4500 |
| 003 - CONTROL NUMBER IDENTIFIER |
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| control field |
EG-GiCUC |
| 008 - FIXED-LENGTH DATA ELEMENTS--GENERAL INFORMATION |
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| fixed length control field |
170101s2015 ua f m 000 0 eng d |
| 040 ## - CATALOGING SOURCE |
|---|
| Original cataloging agency |
EG-GiCUC |
| Language of cataloging |
eng |
| Transcribing agency |
EG-GiCUC |
| 041 0# - LANGUAGE CODE |
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| Language code of text/sound track or separate title |
eng |
| 049 ## - LOCAL HOLDINGS (OCLC) |
|---|
| Holding library |
Deposite |
| 097 ## - Thesis Degree |
|---|
| Thesis Level |
M.Sc |
| 099 ## - LOCAL FREE-TEXT CALL NUMBER (OCLC) |
|---|
| Classification number |
Cai01.05.01.M.Sc.2015.Sa.I |
| 100 0# - MAIN ENTRY--PERSONAL NAME |
|---|
| Personal name |
Sara Osama Hassan Hosny Salem |
| 245 14 - TITLE STATEMENT |
|---|
| Title |
The impact of Cause-related Marketing (CrM) on service brand switching intentions : |
| Remainder of title |
The case of the telecommunications services in Egypt / |
| Statement of responsibility, etc. |
Sara Osama Hassan Hosny Salem ; Supervised Ehab Mohamed Hassan AbouAish |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. |
|---|
| Place of publication, distribution, etc. |
Cairo : |
| Name of publisher, distributor, etc. |
Sara Osama Hassan Hosny Salem , |
| Date of publication, distribution, etc. |
2015 |
| 300 ## - PHYSICAL DESCRIPTION |
|---|
| Extent |
283 Leaves ; |
| Dimensions |
30cm |
| 502 ## - DISSERTATION NOTE |
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| Dissertation note |
Thesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration |
| 520 ## - SUMMARY, ETC. |
|---|
| Summary, etc. |
Cause-related Marketing (CrM) is different since its charitable contribution is dependent on the sale of the firm{u2019}s products or services. Many studies investigated the effect of CrM on variables such as attitudes, purchase intention, and brand loyalty {u2026}etc. However, very few studies investigated strategic and tactical CrM and their differential effects (e.g. Van den Brink, et al., 2006). Hence, this research aims to investigate the impact of strategic vs. tactical CrM on customer{u2019}s intention to switch service providers in the mobile phone services sector. This research went through two main stages. In the first stage, a qualitative exploratory study of eleven interviews with university students was conducted to explore the relationship between CrM and service switching intention, gain an insight about the different effects of strategic vs. tactical CrM on switching intention, and to explore whether the switching motivators identified by Bansal, Taylor, & James (2005) may mediate the relationship between CrM and switching intention. The preliminary insights gained hinted that CrM might have an effect on perceived emotional value, trust, commitment, customer satisfaction, and attitude towards switching. The second stage involved an experimental study to assess the impact of strategic vs. tactical CrM on switching intention and to test the hypothesised conceptual model. The responses of 193 participants to a self-administered survey were used for data analysis using partial least squares (PLS-SEM) |
| 530 ## - ADDITIONAL PHYSICAL FORM AVAILABLE NOTE |
|---|
| Additional physical form available note |
Issued also as CD |
| 653 #4 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Cause-related marketing |
| 653 #4 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Mobile phone services |
| 653 #4 - INDEX TERM--UNCONTROLLED |
|---|
| Uncontrolled term |
Switching intention |
| 700 0# - ADDED ENTRY--PERSONAL NAME |
|---|
| Personal name |
Ehab Mohamed Hassan Abouaish , |
| Relator term |
|
| 905 ## - LOCAL DATA ELEMENT E, LDE (RLIN) |
|---|
| Cataloger |
Nazla |
| Reviser |
Revisor |
| 905 ## - LOCAL DATA ELEMENT E, LDE (RLIN) |
|---|
| Cataloger |
Soheir |
| Reviser |
Cataloger |
| 942 ## - ADDED ENTRY ELEMENTS (KOHA) |
|---|
| Source of classification or shelving scheme |
Dewey Decimal Classification |
| Koha item type |
Thesis |
