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Do All Brand CSR Initiatives Make Consumers Happy? the Role of CSR-brand (mis)fit and Sense of Relatedness

Faheem Gul Gilal,Naeem Gul Gilal,Luis F. Martinez,Rukhsana Gul Gilal

˜The œjournal of product & brand management/Journal of product & brand management（2023）

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关键词
Emotional brand attachment,Consumer happiness,Brand CSR programs,CSR mis(fit),Sense of relatedness
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