Sénéchal, Sylvain; Georges, Laurent; Pernin, Jean - In: Journal of Business Ethics 124 (2014) 3, pp. 365-381
This research investigates the potential for a “fair” co-branding operation. A major corporate brand is fictitiously allied with a Fair Trade labelling organization brand. The sample for the study is composed of 540 respondents, representative of the French population. By considering...