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Antecedents and consequences of brand ownership: moderating roles of social value orientation and consumer perceived ethicality in Taiwan's food industry

Wang-Sheng Chen, Kuen-Hung Tsai

British Food Journal (2021) 123 (5): 1875–1898.

https://doi.org/10.1108/BFJ-07-2020-0640

Published: 04 January 2021

...Wang-Sheng Chen; Kuen-Hung Tsai Purpose This study empirically tests a brand ownership framework based on psychological ownership theory. It examines the role of participative brand development in developing brand ownership among different social value orientation (i.e. proself and prosocial...

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Antecedents and consequences of brand ownership: moderating roles of social value orientation and consumer perceived ethicality in Taiwan's food industry

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