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Brand attachment importance to corporate social responsibility causes adherence

This study examines the joint effect of brand-cause congruence, brand attachment, and attitude toward corporate social responsibility (CSR) on the intention of consumers to adhere to causes sponsored by a brand. The results of two experiments suggest that when consumer attitude toward such causes is...

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Uloženo v:
Hlavní autoři: Annaysa Salvador Muniz Kamiya, José Mauro da Costa Hernandez, Agnne Karoline S. Xavier, Débora Beserra Ramos
Médium: Artigo
Jazyk:Inglês
Vydáno: Fundação Getulio Vargas, Escola de Administração de Empresas de São Paulo 2018-12-01
Edice:RAE: Revista de Administração de Empresas
Témata:
Corporate social responsibility
brand attachment
attitude toward the cause
brand-cause congruence
experiment
On-line přístup:http://www.scielo.br/pdf/rae/v58n6/en_0034-7590-rae-58-06-0564.pdf
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