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This study investigates the relationship between cause-related marketing (CRM) campaigns and brand loyalty in the health and medical products sector in the Philippines, utilizing a descriptive-correlational research design with 100 consumers. Results indicate that consumers perceive CRM campaigns as very high across all dimensions, with a strong correlation between these dimensions and brand loyalty, particularly emphasizing legal responsibility. The findings suggest that enhancing transparency and ethical

Author

APJAET Journal

Language

EN