Pejvak Sorayaie Oghazi Visiting Professor University of Vaasa / School of Management / Strategic Management Contact pejvak.oghazi [at] uwasa.fi Finland Publications Publication year Publication Authors 2026 Does Fit Always Fit? The Paradox of Brand–Cause Misfit and Authenticity Papadopoulou, Christina; Hultman, Magnus; Oghazi, Pejvak