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Keywords: Intention to charity
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Journal Articles
How does materialistic attitude influence the impact of corporate brand on the customers’ intention to donate to corporates’ charity?
Available to Purchase
Humanomics (2017) 33 (4): 484–498.
Published: 13 November 2017
... extends the discussion on the altruism theory and corporate brands by establishing a critical linkage between materialistic attitude, corporate brand credibility and consumers’ intention to charity. Under high materialistic attitude, corporations are encouraged to promote strong business ethics...
