期刊名称：International Review of Management and Business Research
印刷版ISSN：2307-5953
电子版ISSN：2306-9007
出版年度：2014
卷号：3
期号：1Part 3
页码：364-375
出版社：Academy of IRMBR
摘要：The current study was conducted to explain the influence of cause? attributes on consumers? purchase intentions in the telecommunication sector of Pakistan. Data was collected on five point likert scale through self-administered questionnaire from the users of a SIM card of a telecommunication network. The questionnaires were personally administered at Okara and Sahiwal cities. Statistical Packages for Social Sciences (S.P.S.S) version 20.0 was used to analyze the data. Reliability of the instrument was ensured through Cronbach?s Alpha test. Correlation and multiple regression tests were applied to measure the nature and size of association among variables and test the hypotheses. The results of data analyses indicated (i) a positive relationship between the degree of cause? participation for consumers and the consumers? purchase intentions (ii) a positive relationship between donation amount and the consumers? purchase intentions.
关键词：Congruence between firms? products and cause; Degree of cause?s participation for consumers; Donation proximity; Donation Amount; Purchase Intention
