2019
DOI: 10.1080/02650487.2019.1662251
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Communicating the fair trade message: the roles of reputation and fit

Abstract: This study examines the extent to which a company's fair trade reputation, and the fit between this reputation and the company's communicated fair trade message, influences consumer scepticism and positive electronic word-of-mouth. The results of two experiments show that a previous fair trade reputation has a direct and indirect effect, via consumer brand identification, on consumer scepticism. Moreover, the fit between the reputation and the communicated message seems to affect scepticism only when the commu… Show more

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Cited by 15 publications
(1 citation statement)
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References 100 publications
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“…As a result, the connection between CSR and the brand is clear. This type of relevant connection between CSR activity and the brand reduces consumer skepticism and increases brand benefits from CSR (Bartels et al , 2019; Skarmeas and Leonidou, 2013):…”
Section: Study 2: Qualitative Interviewsmentioning
confidence: 99%
“…As a result, the connection between CSR and the brand is clear. This type of relevant connection between CSR activity and the brand reduces consumer skepticism and increases brand benefits from CSR (Bartels et al , 2019; Skarmeas and Leonidou, 2013):…”
Section: Study 2: Qualitative Interviewsmentioning
confidence: 99%