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Keywords: Public consumption
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Journal Articles
Journal:
European Journal of Marketing
European Journal of Marketing (2021) 55 (8): 2101–2121.
Published: 06 August 2021
... are more likely to pay for cause-related products regardless of a company-cause fit in the public context. In line with prior studies, there is a possibility that people are motivated to spend more on products for public recognition. Thus, in the context of public consumption, individuals are more likely...
