Alliances Between Brands and Social Causes: The Influence of Company Credibility on Social Responsibility Image
This research extends previous findings related to the positive influence of company credibility on a social Cause–Brand Alliance’s (CBA) persuasion mechanism. This study analyzes the mediating role of two dimensions of company credibility (trustworthiness and expertise) with regard to the influence...
| Authors: | ; ; |
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| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer Science + Business Media B. V
2010
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| In: |
Journal of business ethics
Year: 2010, Volume: 96, Issue: 2, Pages: 169-186 |
| Further subjects: | B
CSR image
B functional fit B image fit B company expertise B altruistic attributions B company trustworthiness |
| Online Access: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |