Moral identity centrality and cause-related marketing : the moderating effects of brand social responsibility image and emotional brand attachment
Year of publication: |
2016
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Authors: | He, Hongwei ; Zhu, Weichun ; Gouran, Dennis S. ; Kolo, Olivia |
Published in: |
European journal of marketing : EJM. - Bingley : Emerald Publishing Limited, ISSN 0309-0566, ZDB-ID 189982-X. - Vol. 50.2016, 1/2, p. 236-259
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Subject: | Corporate social responsibility | Cause-related marketing | Emotional brand attachment | Moral identity | Corporate Social Responsibility | Cause-Related Marketing | Markenimage | Brand image | Emotion | Konsumentenverhalten | Consumer behaviour | Markenführung | Brand management | Firmenimage | Corporate reputation | Persönlichkeitspsychologie | Personality psychology | Unternehmensethik | Business ethics | Beziehungsmarketing | Relationship marketing |
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