Variables Definition | Secondary Source |
Firm’s Motivation: It is defined as, the consumers attribution of the company’s motive to launch a CRM program. | Ellen, Webb & Mohr 2006 |
Skepticism: It is defined as the consumer distrust or disbelief of marketer actions. These actions may include the motives of marketers, specific advertising claims, and public relations efforts (e.g., Ford, Smith, & Swasy, 1990; Obermiller & Spangenberg, 1998; Webb & Mohr, 1998) extended by Forehand & Grier [24] . | Bronn and Vrionni (2001) |
Customer-cause compatibility: It is defined as the degree of importance and thus the related relevance which the cause has in the life of the consumer. | Menon and Kahn 2003 |
Customer’s perception about the company’s Image: It is the defined as the degree of consumers’ psychological attachment to a company based on a substantial overlap between their perceptions of themselves and their perceptions of the company. | Defined as C-C (consumer-company) Lee et al., 2012 adaption of Mael and Ashforth, 1992 |
Customer’s perception about the Image of NPO: It is defined as the image in the mind of consumer based on his opinion about the programs supported by the NPO. | Cornwell and Coote 2003 |
Customer’s perception about Fit between the Company and CRM: It is defined as the Congruency between the CRM program and the company. | Menon and Kahn 2003 |
Customer’s Perception about the CRM Communication: It is defined as the perception of the consumer about the manipulative intent of the CRM communication to increase sales | Skard and Helge 2014 |
Utilitarianism: It is defined as shopping orientation can be defined as practical, task-related, and rational | (Batra and Ahtola 1991); Babin et al. (1994) |
Hedonism: It is defined as orientation that is related to, the potential entertainment and emotional value of shopping | (Bellenger et al. 1976); Babin et al. (1994); Voss et al. (2003) |
Patronage Intention: is defined as the consumer’s patronage of a firm which is considered as organisations which support social cause. | Westberg, 2012; Walker, 2010; |