...-attraction paradigm to homogeneous racial markets, revealing perceived similarity's influence on consumer behavior and providing new theoretical tools for business ethics governance. Xiaofei Liu can be contacted at: xfliu_scu@126.com Competing interests: The authors declare that they have...

...Shizhen Bai; Qiutong Li; Dingyao Yu; Kim-Shyan Fam; James E. Richard Purpose In today’s complex economic environment, enterprise relationships are volatile and competitive. Globally, business ethics and etiquette are crucial for fostering relationships and long-term success. This study explores...

... is the corresponding author and can be contacted at: isaac.cheah@cbs.curtin.edu.au 22 02 2020 13 04 2020 25 05 2020 27 05 2020 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Advertising Business ethics Cross-culture Student Dilemma...

... of consumer education. The themes gave rise to an integrative conceptual model. Research limitations/implications This research was limited somewhat by the small and judgmental sample. Practical implications Consumers' growing demands for business ethics underscore the need for companies to elevate...