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Keywords: Brand resonance
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Journal Articles
The effect of philanthropic marketing on brand resonance and consumer satisfaction of CSR performance: Does media self-regulation matter?
Available to Purchase
Journal:
Chinese Management Studies
Chinese Management Studies (2014) 8 (3): 527–547.
Published: 29 July 2014
...Eldon Y. Li; Tracy Tsui-Hsu Tsai; Arthur Jing Lin; Eldon Y. Li Purpose – This study aims to investigate whether engagement in philanthropic marketing after the 311 Japan earthquake crises had a positive effect on brand resonance and consumer satisfaction of CSR performance for Taiwanese companies...
