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Journal Articles
Exploring conspicuous compassion as a brand management strategy
Available to Purchase
Journal of Product & Brand Management (2019) 28 (4): 540–554.
Published: 23 May 2019
... of this experimental study is to test the impact of a brand’s level and the conspicuousness of a brand’s CR-M campaign on consumers’ brand-related responses. Results reveal a novel mechanism underlying the effects by showing that pride and guilt mediate results. Design/methodology/approach This research is based...
