The Influence of CSR and Ethical Self-Identity in Consumer Evaluation of Cobrands
An important aspect of brand perception emanates from its corporate social responsibility (CSR) activity. When two brands involved in CSR activities form a cobranding alliance, their respective CSR perceptions can impact consumer attitudes toward the alliance. As an ethically-oriented strategy, the...
| Main Author: | |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Interlibrary Loan: | Interlibrary Loan for the Fachinformationsdienste (Specialized Information Services in Germany) |
| Published: |
2016
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| In: |
Journal of business ethics
Year: 2016, Volume: 138, Issue: 2, Pages: 311-326 |
| Further subjects: | B
Ethical self-identity
B Spill-over effects B Corporate social responsibility B Cobranding B Partial least squares structural equation modeling |
| Online Access: |
Presumably Free Access Volltext (JSTOR) Volltext (lizenzpflichtig) |
