McEachern, Morven G.; Schröder, Monika J.A.; Willock, Joyce - In: Journal of Product & Brand Management 16 (2007) 3, pp. 168-177
Purpose – This paper aims to explore ethical purchasing behaviours and attitudes, relating to the Royal Society for Prevention of Cruelty to Animals (RSPCA) and their brand‐extension “Freedom Food”. Design/methodology/approach – A mixed methodology was adopted. This involved both...
