Amatulli, Cesare; De Angelis, Matteo; Pino, Giovanni; … - In: International Marketing Review 38 (2020) 2, pp. 412-452
Purpose: This paper investigates why and when messages regarding unsustainable luxury products lead to negative word-of-mouth (NWOM) through a focus on the role of guilt, need to warn others and consumers' cultural orientation. Design/methodology/approach: Three experiments test whether...