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Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on consumer decision-making

Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on consumer decision-making

Articles, Business Administration and Business Economics Marketing Accounting Personnel Economics

Fernandes, T., Guzman, F., & Mota, M. (2024). Purpose is the new branding: understanding conscientious purpose-driven marketing and its impact on brand outcomes. Journal of Product & Brand Management, 33(6), 761-782.

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