Bigné, Enrique; Currás‐Pérez, Rafael; … - In: European Journal of Marketing 46 (2012) 3/4, pp. 575-594
Purpose – The purpose of this paper is to analyse the dual nature of social cause‐brand fit by studying the influence of two cause‐brand fit categories, functional fit and image fit, on the formation of brand corporate social responsibility consumer perception (CSR perception) in a...