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Keywords: Serial multiple mediators
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Journal Articles
Consumer responses to corporate cause-related marketing: A serial multiple mediator model of self-construal, empathy and moral identity
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Journal:
European Journal of Marketing
European Journal of Marketing (2018) 52 (9-10): 2105–2127.
Published: 21 September 2018
.../value This study verified the serial multiple mediating effect of empathy and moral identity in the relationship between consumer self-construal and responses to corporate CRM. Corporations are advised to improve their CSR communication strategies and public expression of moral actions to raise...
