The virtuous brand : the perils and promises of brand virtue signaling
Year of publication: |
2023
|
---|---|
Authors: | Berthon, Pierre R. ; Lord Ferguson, Sarah T. ; Pitt, Leyland F. ; Wang, Qin |
Published in: |
Business horizons. - Amsterdam : Elsevier, ISSN 0007-6813, ZDB-ID 222663-7. - Vol. 66.2023, 1, p. 27-36
|
Subject: | Brands | Evolution | Signaling theory | Social causes | Virtue signaling | Signalling | Markenführung | Brand management | Markenimage | Brand image | Markenartikel | Brand | Theorie | Theory |
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