Bigné, Enrique; Currás‐Pérez, Rafael; … - In: European Journal of Marketing 46 (2012) 3/4, pp. 575-594
of two cause‐brand fit categories, functional fit and image fit, on the formation of brand corporate social … theoretical model is proposed, based on previous research, which explains the effect of functional fit and image fit on altruistic … perceive functional and image fit differently, and each has its own mechanism for influencing brand CSR perception. While …