Exploring the role of issue involvement and brand attachment in shaping consumer response toward corporate social advocacy (CSA) initiatives: the case of Nike’s Colin Kaepernick campaign
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DOI: 10.1080/02650487.2020.1857111
Abstract: This study adopts the consumer-centric perspective, through the lens of the consumer involvement theory and stakeholder theory, to examine the role of consumer involvement in shaping individuals’ a... read more here.
Keywords: role issue; issue involvement; consumer; exploring role ... See more keywords