Consumer Responses to Corporate and Celebrity Philanthropy
Philanthropic activities have gained paramount importance in today’s world. The purpose of this paper is twofold. Firstly, the authors propose a model to comprehend the process of philanthropy (corporate as well as celebrity) in creating word of mouth intentions (hereafter WoM). Secondly, it attempt...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
SAGE Publishing
2021-09-01
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| Series: | SAGE Open |
| Online Access: | https://doi.org/10.1177/21582440211046949 |