From Concepts to Operations

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Key Terms

Social Causes Measures consumers’ and brands’ positions regarding the most important 11 social causes that are commonly used in political research., including gender inequality, state of the economy, climate change, etc. Internal and External Focus Measures if consumers and brands […]

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Personality Match

Personality matches are used across a number of domains: Predictor of successful marriages (Udry, 1967) Social media-predicted personality traits and values can help match people to their ideal jobs (Kern, McCarthy, Chakrabarty, & Rizoiu, 2019) Consumers relate to brands in […]

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Brand Personality

Brand personality, the inference of human personality traits onto brands (Aaker, 1997). Enhances consumers’ ability to recognize the inherent values of a brand (Morhart, Malär, Guèvremont, Girardin, & Grohmann, 2015). Consumers are growing increasingly fond of humanized brands and now […]

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Corporate Values

The explosion of interest in the articulation of corporate social values appears under headings like shareholder value (Rappaport, 1986; Copeland, 1994; Jensen, 2000), stakeholder value (Freeman, 1984), customer value (Murphy et al., 1996), business ethics (Velasquez, 1998; Fort, 2001), corporate […]

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Corporate Social Responsibility (CSR) and Corporate Citizenship

Corporate Social Responsibility (CSR) is one of the key concepts for modern businesses (de Leaniz & Rodríguez, 2015; Hanks et al., 2016; Holcomb et al., 2007). CSR research mainly focused on companies’ social and environmental impacts until the late 1990s, […]