Open AccessEffect of fit and altruistic attributions in cause brand alliance: the mediating role of perceived brand credibility
Author(s) -
Faouzi Najjar,
Abir Ben Mabrouk
Publication year - 2022
Publication title -
international journal of strategic business alliances
Language(s) - English
Resource type - Journals
eISSN - 1756-6452
pISSN - 1756-6444
DOI - 10.1504/ijsba.2022.10043380
Subject(s) - credibility , attribution , psychology , alliance , brand equity , brand awareness , advertising , social psychology , structural equation modeling , source credibility , brand management , marketing , business , political science , statistics , mathematics , law