Claire Naidoo

University of the Witwatersrand - Wits Business School

Johannesburg

South Africa

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Brands that Do Good: Insight into Social Brand Equity

Journal of Brand Management, Vol. 25, Issue 1, 2017
Number of pages: 11 Posted: 24 Apr 2018 Last Revised: 12 Sep 2018
Claire Naidoo and Russell Abratt
University of the Witwatersrand - Wits Business School and University of the Witwatersrand
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Abstract:

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Brand equity, Behaviour change, Social branding, Social marketing, Social brand equity