Open AccessDoes Your Cause Fit My “Self”? Self-Expansion and Self-Concept in Cause-Related Marketing
Author(s) -
Carlos Manuel Taboada Rodriguez,
Shalini Bariar
Publication year - 2022
Publication title -
journal of marketing and consumer research
Language(s) - English
DOI - 10.7176/jmcr/85-09
Subject(s) - brand engagement , lisrel , confirmatory factor analysis , psychology , conceptualization , moderation , structural equation modeling , advertising , originality , brand management , marketing , social psychology , business , social media , political science , creativity , computer science , artificial intelligence , law , service (business) , machine learning