Do Brand Credibility and Altruistic Attribution Affect Corporate Philanthropy Performance? – The Moderating Effect of Gen Y’s Hedonic Behaviour
Generally, this research aims to analyse and prove influential factors on the corporate philanthropy performance by taking the marketing of Apple [gadget]’s products as the study case. In addition, it also strives to seek the difference influence on the assessment of the relationship between brand c...
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| Main Authors: | , , |
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| Format: | Article PeerReviewed |
| Language: | English English Indonesian |
| Published: |
Universiti Malaysia Sarawak
2018
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| Subjects: | |
| Online Access: | https://repository.unair.ac.id/124379/2/1_6_SriGunawan_Artikel_Do-brand-credibility.pdf https://repository.unair.ac.id/124379/3/1_6_SriGunawan_Similarity_Do-brand-credibility.pdf https://repository.unair.ac.id/124379/1/1_6_SriGunawan_KualitasKaril106.pdf https://repository.unair.ac.id/124379/ http://www.ijbs.unimas.my/index.php/vol-19-no-1-2018/428-do-brand-credibility-and-altruistic-attribution-affect-corporate-philanthropy-performance-the-moderating-effect-of-gen-y-s-hedonic-behaviour |
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| Institution: | Universitas Airlangga |
| Language: | English English Indonesian |