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Keywords: Moderating variable
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Journal Articles
Asia Pacific Journal of Marketing and Logistics (2019) 31 (3): 670–690.
Published: 13 March 2019
... to product brands under a corporate umbrella. Furthermore, to identify target groups of Chinese consumers who are receptive to ethical appeals, moderating variables were found to be useful. Originality/value The results confirm that the mediating role of CCI is more influential in the context of Chinese...
