Open AccessEffect of fit and altruistic attributions in cause brand alliance: the mediating role of perceived brand credibility
Author(s) -
Abir Ben Mabrouk,
Faouzi Najjar
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.2022.120077
Subject(s) - credibility , attribution , alliance , psychology , brand equity , brand awareness , advertising , brand management , social psychology , marketing , source credibility , business , political science , law