Muniz, Fernanda; Guzmán, Francisco; Paswan, Audhesh K.; … - In: Journal of Product & Brand Management 28 (2019) 7, pp. 864-879
Purpose: In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities into their brands’ core value propositions to strengthen brand...