2023
DOI: 10.1002/mar.21870
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Is brand reputation a banner for social marketing? A social enterprise product consumption perspective

Abstract: Social enterprises (SEs) use various business models to pursue a balance between commercial profit and their social mission. This study uses quantitative and qualitative research methods to assess consumer purchasing decisions related to SEs and the impact of brand reputation on these decisions. Study 1 uses quantitative data to perform a multilevel analysis of consumer and corporate perspectives to examine the hypothesized relationships. We conduct study 2 to enable the robust generalization and further expla… Show more

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Cited by 7 publications
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References 119 publications
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