Septianto, Felix; Kemper, Joya A.; Tjiptono, Fandy; … - In: Journal of business ethics : JBE 174 (2021) 2, pp. 423-439
In the era of consumer distrust of corporations, transparency is becoming a must rather than an option. While prior research has explored why businesses should disclose their costs and how consumers may react to such cost transparency, it is still unclear how marketers can best communicate cost...