The virtuous brand: The perils and promises of brand virtue signaling.
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| Title: | The virtuous brand: The perils and promises of brand virtue signaling. |
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| Authors: | Berthon, Pierre R.1, pberthon@bentley.edu, Lord Ferguson, Sarah T.2, stl10@sfu.ca, Pitt, Leyland F.1,2, lpitt@sfu.ca, Wang, Emma3, wangj66@southernct.edu |
| Source: | Business Horizons; Jan2023, Vol. 66 Issue 1, p27-36, 10p |
| Database: | Applied Science & Technology Source |
| ISSN: | 00076813 |
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| DOI: | 10.1016/j.bushor.2021.10.006 |
