"Make an effort and show me the love!": effects of indexical and iconic authenticity on perceived brand ethicality
This article uncovers an important yet overlooked antecedent of brand ethicality that lies beyond the predominant focus on environmental and social actions in the literature: perceived brand authenticity. Perceived authenticity and brand ethicality strongly drive consumer decision making, but the li...
| Authors: | ; ; |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
|
| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer
2022
|
| In: |
Journal of business ethics
Year: 2022, Volume: 179, Issue: 1, Pages: 89-110 |
| Further subjects: | B
Authenticity
B Perceived brand ethicality B Love B Effort B Aufsatz in Zeitschrift |
| Online Access: |
Volltext (lizenzpflichtig) Volltext (lizenzpflichtig) |