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Moral Licensing in Luxury: Why Prosocial Brand Image Outshines Coolness in Cause‐Related Marketing

open access: yesJournal of Consumer Behaviour, EarlyView.
ABSTRACT This research examines how cause‐related marketing (CM) shapes consumer responses to luxury brands. We focus on the roles of CM‐driven prosocial brand image and brand coolness as parallel mediators in reducing guilt and enhancing purchase intentions.
Jiyoung Hwang
wiley   +1 more source

IDeS + TRIZ: Sustainability Applied to DfAM for Polymer-Based Automotive Components. [PDF]

open access: yesPolymers (Basel)
Leon-Cardenas C   +3 more
europepmc   +1 more source

Whose customer orientation? Exploring the relationships between leaders, team customer orientation climate and customer satisfaction

Journal of Service Theory and Practice, 2023
PurposeTeam leaders play a vital role in achieving superior team performance. However, their role in implementing the organizational customer orientation strategy is not well understood. Drawing on social exchange theory, this study investigates how team leader customer orientation affects team customer orientation climate and team performance (i.e ...
Xin Zhao, Na Fu, Xiaoning Liang
openaire   +1 more source

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