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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

... only Figure 1 Brand ownership framework based on the perspectives of psychological ownership Brand ownership Participative brand development Social value orientation Consumer perceived ethicality Brand supportive behaviour Psychological ownership has profound...

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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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