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Keywords: Brand-cause fit
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Journal Articles
Breaking the mold with effective communication: how social initiatives enhance a brand's social perception and catalyze pro-environmental and purchase intentions
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2024) 36 (3): 678–696.
Published: 22 September 2023
... dimensions of social perception and increase cooperative intentions. Brand competence is more crucial than warmth in predicting behavioral intentions. Brand-cause fit, CSR commitment and initiatives' impact all influence the brand image. A brand's commitment to the cause is more significant than brand-cause...
