... responsibility Brand evaluation Cause related marketing Professional service provider H3. As professionals’ self-perceived expertise in sustainability increases, their perception of both (a) altruistic and (b) strategic brand motives increase. The literature has identified multiple...

... Qualitative research Ethnography Consumer behaviour Consumer resistance Cause related marketing Anti-branding “The day we stop posting our discontent on the Internet and really decide to act (not demonstrations or silent marches but burning buildings or sinking whalers, and removing unscrupulous...