Moral credentials versus moral credits : two paths to consumers' licensing of brand transgressions
Year of publication: |
2022
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Authors: | Ryoo, Yuhosua |
Published in: |
Journal of business research : JBR. - New York, NY : Elsevier, ISSN 0148-2963, ZDB-ID 189773-1. - Vol. 146.2022, p. 13-31
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Subject: | Brand transgression | Moral credentials | Moral credits | Moral licensing | Self-brand connection | Ethik | Ethics | Markenführung | Brand management | Konsumentenverhalten | Consumer behaviour | Lizenz | Licence | Markenimage | Brand image | Wirtschaftsethik | Economic ethics | Markenartikel | Brand |
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