Consumer Brand Engagement Fostered by Cause-Related Marketing in Emotional and Functional Brands
Author:
Affiliation:
1. Department of Management, School of Economics and Management, University of Minho, Braga, Portugal
2. CICS.NOVA, University of Minho, Braga, Portugal
Funder
FCT - Foundation for Science and Technology
CICS.NOVA – Interdisciplinary Centre of Social Sciences of Universidade Nova de Lisboa
Publisher
Informa UK Limited
Link
https://www.tandfonline.com/doi/pdf/10.1080/10495142.2024.2329258
Reference76 articles.
1. The impact of brand familiarity, customer brand engagement and self-identification on word-of-mouth
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3. Investigating the antecedents of customer brand engagement and consumer-based brand equity in social media
4. Antecedents and consequences of consumer skepticism toward cause-related marketing: Gender as moderator and attitude as mediator
5. Impact of cause‐related marketing on consumer advocacy and cause participation: A causal model based on self‐reports and eye‐tracking measures
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