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Keywords: Brand CSR programs
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Journal Articles
Journal of Product & Brand Management (2023) 32 (6): 942–957.
Published: 28 February 2023
... brand CSR programs make consumers happy, they become more likely to purchase, spread positive word of mouth and pay a premium (Study 6). Originality/value This research has several major implications for business-to-consumer companies that are unsure about the value of brand CSR initiatives, want...
