COMMUNICATING THE FAIR TRADE MESSAGE: THE ROLES OF REPUTATION AND FIT

Autor: Jos Bartels, Chrissie Broersen, Machiel J. Reinders, Sarah Hendriks

Publikováno v: International journal of advertising. NTC Publications Ltd.
International Journal of Advertising 39 (2020) 4
International Journal of Advertising, 39(4), 523-547

This study examines the extent to which a company's fair trade reputation, and the fit between this reputation and the company's communicated fair trade message, influences consumer scepticism and positive electronic word-of-mouth. The results of two

Externí odkaz: https://explore.openaire.eu/search/publication?articleId=doi_dedup___::352312ab57927409bcd8c04d8d91fb2d
https://doi.org/10.15444/gmc2018.04.02.02