... of their attitude towards CSR. Design/methodology/approach This study tested the model with a sample of 392 generation Y consumers using Smart partial least squares (PLS)-structural equation modelling. Findings Brand attitude partially mediates the positive influence of perceived CSR (PCSR) on purchase intention...

...Devika Vashisht; HFO Surindar Mohan; Abhishek Chauhan Purpose This study aims to examine the effect of game newness and game interactivity on players’ brand recall and brand attitude using contrast effect, mind-engagement and transfer effect theories. Design/methodology/approach A 2 (newness...

... branding strategies is mainly theoretical or conceptual. Design/methodology/approach This paper therefore defines a model relating brand beliefs (brand quality, brand image, brand familiarity and brand as a social signalling value), brand attitudes and brand purchase intentions. The model is then tested...