𝔖 Bobbio Scriptorium
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The contingent effect of corporate social responsibility fit on consumer brand attitude

✍ Scribed by Tian, Hong; Yuan, Haixia

Book ID
123616924
Publisher
Emerald (MCB UP )
Year
2013
Tongue
English
Weight
347 KB
Volume
4
Category
Article
ISSN
2040-8749

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## Abstract In two studies employing fictitious and real brands, this paper shows that brand attachment goes beyond attitude and fit in determining consumers' behavioral reactions to brand extensions such as purchase intentions, willingness to pay, word‐of‐mouth, and forgiveness. The effect is pron