How and when perceived social sustainability of brands increases consumers' willingness to pay a premium: A multi-sample study
The purpose of this study is to explore the mechanism by which the perceived social sustainability of brands influences consumers' willingness to pay a premium through brand image. Additionally, environmental concern is examined as a moderator in this mediating relationship. Two survey studies were...
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| Autori principali: | , |
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| Natura: | Artigo |
| Lingua: | Inglês |
| Pubblicazione: |
Elsevier
2026-02-01
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| Serie: | Acta Psychologica |
| Soggetti: | |
| Accesso online: | http://www.sciencedirect.com/science/article/pii/S0001691825013381 |
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