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Keywords: Message strength
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Journal Articles
The impact of brand and social cause prominence dimensions of fit on consumer intentions to buy cause-related products
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Journal:
EuroMed Journal of Business
EuroMed Journal of Business (2021) 16 (4): 456–470.
Published: 15 October 2020
... of the differences in brand attitude and cause affinity on the message strength. Findings The data analysis has revealed that the specific prominence dimensions of fit (relationship visibility, relationship explicitness, visuals/colours, local attributes) have a direct and indirect impact, via the message...
