Brand attachment importance to corporate social responsibility causes adherence

Brand attachment importance to corporate social responsibility causes adherence

This study examines the joint effect of brand-cause congruence, brand attachment, and attitude toward corporate social responsibility (CSR) on the intention of consumers to adhere to causes sponsored by a brand. The results of two experiments suggest that when consumer attitude toward such causes is...

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Bibliographic Details
Main Authors: Annaysa Salvador Muniz Kamiya, José Mauro da Costa Hernandez, Agnne Karoline S. Xavier, Débora Beserra Ramos
Format: Article
Language:English
Published: Fundação Getulio Vargas 2018-12-01
Series:RAE: Revista de Administração de Empresas
Subjects:
Corporate social responsibility
brand attachment
attitude toward the cause
brand-cause congruence
experiment
Online Access:http://www.scielo.br/pdf/rae/v58n6/en_0034-7590-rae-58-06-0564.pdf

Internet

http://www.scielo.br/pdf/rae/v58n6/en_0034-7590-rae-58-06-0564.pdf

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