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Keywords: Media self-regulation
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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
.... Additionally, the particular phenomenon of media self-regulation was integrated to explore the consolidated impact of philanthropic marketing, media self-regulation and brand resonance on consumer satisfaction of CSR performance. Design/methodology/approach – The study used survey method to collect...
