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Close Enough to Care: Reassessing the Effect of Brand‐Cause Fit on the Perception of Brand Credibility

Year: 2026

Type: article

Source: Journal of Consumer Behaviour

DOI: 10.1002/cb.70164

Authors: Fayez Ahmad, Feisal Murshed, Jennifer L. Stoner

Institutions: Appalachian State University, Kutztown University, University of North Dakota

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W7155183142

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Cites: 81

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