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Keywords: Brand promise
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Journal Articles
Corporate Communications: An International Journal (2024) 29 (6): 879–897.
Published: 17 July 2024
... and explicit brand promises) and respective stakeholders' attributions of a company’s femvertising motives on brand equity and endorsement outcomes. Findings The results show that philanthropic and explicit brand promises have more positive effects on brand equity and endorsement outcomes than symbolic...
