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Keywords: Perceived congruity
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Journal Articles
Ethical attribute and brand concept congruity enhances brand evaluations
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (1): 79–108.
Published: 11 December 2019
... and the mediating role of perceived congruity. Findings This research finds an interactive effect of ethical attribute type and brand concept on brand evaluations, such that congruent ethical attribute–brand concept pairings (i.e. a utilitarian [symbolic] ethical attribute offered by a brand with a utilitarian...
