Lu, Tim; Wei, Xia; Li, Kungchi - In: Nankai Business Review International 6 (2015) 4, pp. 364-380
the cause moderates the effect of company-cause fit on consumers’ corporate associations, and how their corporate …’ involvement with the cause increases the relationship between company-cause fit and CA associations. Originality/value – These … research increases understanding of the interaction effects of perceived company-cause fit and consumer involvement with the …