000			02633cam a2200289 a 4500
003			EG-GiCUC
008			170101s2015 ua f m 000 0 eng d
040			_aEG-GiCUC _beng _cEG-GiCUC
041	0		_aeng
049			_aDeposite
097			_aM.Sc
099			_aCai01.05.01.M.Sc.2015.Sa.I
100	0		_aSara Osama Hassan Hosny Salem
245	1	4	_aThe impact of Cause-related Marketing (CrM) on service brand switching intentions : _bThe case of the telecommunications services in Egypt / _cSara Osama Hassan Hosny Salem ; Supervised Ehab Mohamed Hassan AbouAish
260			_aCairo : _bSara Osama Hassan Hosny Salem , _c2015
300			_a283 Leaves ; _c30cm
502			_aThesis (M.Sc.) - Cairo University - Faculty of Commerce - Department of Business Administration
520			_aCause-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			_aIssued also as CD
653		4	_aCause-related marketing
653		4	_aMobile phone services
653		4	_aSwitching intention
700	0		_aEhab Mohamed Hassan Abouaish , _eSupervisor
905			_aNazla _eRevisor
905			_aSoheir _eCataloger
942			_2ddc _cTH
999			_c59273 _d59273