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Showing 1 to 2 of 2 for “"customer-brand identification"”.
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The impact of branding on support intentions towards supported social enterprises: The case of The Big Issue South Africa
… the value in managing their organisations as brands. However, SSEs should remain aware of distinguishing their marketing from corporate brands. Past literature revealed that organisations which behave socially responsibly elicit more positive attitudes from consumers. Thus, SSEs adopting …