The impact of CSR activities on trust: the role of perceived brand authenticity and brand personality
This work studies how the impacts of CSR on trust depend on a brand’s personality, while analysing if they are driven by changes in perception of brand authenticity. An experiment was undertaken in which respondents were subject to one of four scenarios which varied in terms of the personality and t...
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| Format: | masterThesis |
| Language: | eng |
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2018
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| Online Access: | http://hdl.handle.net/10362/52259 |
| Country: | Portugal |
| Oai: | oai:run.unl.pt:10362/52259 |