How relatedness-supportive CSR enhances brand happiness : a relationship motivation theory perspective
Faheem Gul Gilal, Naeem Gul Gilal, Rukhsana Gul Gilal and Zhiyong Yang
| Year of publication: |
2024
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|---|---|
| Authors: | Gilal, Faheem Gul ; Gilal, Naeem Gul ; Gilal, Rukhsana Gul ; Yang, Zhiyong |
| Published in: |
International journal of bank marketing. - Bingley : Emerald, ISSN 1758-5937, ZDB-ID 2032104-1. - Vol. 42.2024, 2, p. 226-257
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| Subject: | Relatedness-supportive CSR initiatives | Brand happiness | Choice of cause | Customer-brand goal congruence | Customer participation in CSR | Retail banking | Corporate Social Responsibility | Corporate social responsibility | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Zufriedenheit | Satisfaction | Beziehungsmarketing | Relationship marketing | Privatkundengeschäft | Personal banking | Markenartikel | Brand | Leistungsmotivation | Work motivation | Firmenimage | Corporate reputation | Motivation |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1108/IJBM-06-2022-0225 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10014521085