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Keywords: Self-transcendence value
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Journal Articles
How personal values influence home-country consumers’ attitudes toward the brand engaging in cross-border philanthropy? The empirical evidence from China
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Asia Pacific Journal of Marketing and Logistics (2025) 37 (7): 1801–1815.
Published: 18 December 2024
... cross-border philanthropy. Findings This research offers empirical insights into the positive effect of self-transcendence values on consumer attitudes toward the brand participating in cross-border philanthropy. Findings suggest that home country consumers with self-enhancement (vs self...
