How brands can succeed communicating social purpose : engaging consumers through empathy and self-involving gamification
Year of publication: |
2023
|
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Authors: | Chan, Terri H. |
Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 42.2023, 5, p. 801-834
|
Subject: | consumer-brand identification | empathy | engagement | extra-role behavior | field experiment | gamification | social purpose | Konsumentenverhalten | Consumer behaviour | Emotion | Markenführung | Brand management | Beziehungsmarketing | Relationship marketing | Corporate Social Responsibility | Corporate social responsibility | Social Web | Social web |
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