Wu, Hsueh Ling; Chen, Tser Yieth; Chen, Bo Heng - In: Journal of Business & Industrial Marketing 37 (2021) 2, pp. 447-460
Purpose: This paper aims to use utilitarian benefits, hedonic benefits and corporate social responsibility to influence the consumer’s sense of brand identity and brand trust in social enterprise products and, thus, favourably affect repurchase intention. Design/methodology/approach: This...