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Keywords: Altruistic value
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Journal Articles
International Journal of Contemporary Hospitality Management (2025) 37 (10): 3364–3383.
Published: 26 August 2025
... of gain vs loss-framed purchase-triggered donation ( PTD ) messages on brand evangelism ( BE ). It explores the mediating roles of perceived brand social responsibility ( PBSR ) and altruistic value ( PAV ) and the moderating effects of cognitive preoccupation ( CP ) and memory efficacy ( ME ). Design...
