𝔖 Bobbio Scriptorium
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Brand credibility in cause‐related marketing: the moderating role of consumer values

✍ Scribed by Bigné‐Alcañiz, Enrique; Currás‐Pérez, Rafael; Sánchez‐García, Isabel

Book ID
121016792
Publisher
Emerald Group Publishing Limited
Year
2009
Tongue
English
Weight
167 KB
Volume
18
Category
Article
ISSN
1061-0421

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## Abstract This study explores how brand credibility and brand prestige affect brand purchase intention and empirically investigates how the combinatory mechanism of brand credibility and brand prestige materialize across multiple product categories. The proposed model of six latent constructs is