Do all brand CSR initiatives make consumers happy? : the role of CSR-brand (mis)fit and sense of relatedness
Year of publication: |
2023
|
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Authors: | Gilal, Faheem Gul ; Gilal, Naeem Gul ; Martinez, Luis F. ; Gilal, Rukhsana Gul |
Published in: |
The journal of product & brand management. - Bingley : Emerald, ISSN 2054-1643, ZDB-ID 2020682-3. - Vol. 32.2023, 6, p. 942-957
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Subject: | Brand CSR programs | Consumer happiness | CSR mis(fit) | Emotional brand attachment | Sense of relatedness | Corporate Social Responsibility | Corporate social responsibility | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Emotion | Markenimage | Brand image | Zufriedenheit | Satisfaction |
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