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 cause‐brand alliance (CBA) context. Design/methodology/approach – A …