... to examine that effect through brand authenticity and self-brand congruity, with social comparison orientation tested as a boundary condition. Design/methodology/approach Three between-subjects experiments (n = 625) with social media users compare JOMO-oriented against non-JOMO-oriented...

... at http://creativecommons.org/licences/by/4.0/legalcode Conscientious purpose-driven branding Cause-brand congruence Cause-brand authenticity Brand image Self-brand congruity Consumer-cause congruence Brand loyalty As consumers across the world are becoming more socially conscious...