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Keywords: Consumer happiness
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Journal Articles
Journal of Product & Brand Management (2023) 32 (6): 942–957.
Published: 28 February 2023
...Faheem Gul Gilal; Naeem Gul Gilal; Luis F. Martinez; Rukhsana Gul Gilal Purpose This paper aims to explore whether brand corporate social responsibility (CSR) initiatives increase consumers’ happiness via a mediating mechanism of emotional brand attachment and to examine how brand CSR’s effect may...
