الفهرس 
CHAPTER ONE: INTRODUCTIONOnly 14 pages are availabe for public view
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Abstract
Cause-related marketing (CRM) has become a prevalent form of corporate giving in recent decades. The present study examines the relationship between corporate credibility, attitude toward firms engaging in CRM, and purchase intention, as well as the possible moderating effect of cause importance in the relationship between corporate credibility and attitude toward firms engaging in CRM, in addition to the mediating effect of attitude toward firms engaging in CRM in the relationship between corporate credibility and purchase intentions.
Using a mall intercept approach, data was collected through a survey using self-administered questionnaire that was presented to a sample of 400 Egyptian consumers who visit main hyper and large market chains located in the city of Alexandria. This research indicated that both CRM and cause importance had significant positive effects on consumers’ purchase intentions. Results also revealed a significant relationship between corporate trustworthiness and attitudes toward firms engaging in CRM. Other findings indicated an insignificant relationship between corporate credibility and consumers’ purchase intentions. This study supported the moderating role of cause importance in the relationship between corporate trustworthiness and attitudes toward firms using CRM, and also presented evidence on the presence of attitude toward firms using CRM as a full mediator between corporate trustworthiness and purchase intentions.
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