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Keywords: Perceived social sustainability of brands
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2025) 42 (7): 893–907.
Published: 17 September 2025
... branding context. The data were analysed using partial least squares structural equation modelling (PLS-SEM). Findings Two studies report consistent results. Particularly, perceived social sustainability of brands positively affects brand evangelism. In addition, perceived authenticity significantly...
