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Keywords: Brand concept
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Journal Articles
Ethical attribute and brand concept congruity enhances brand evaluations
Available to Purchase
Journal:
European Journal of Marketing
European Journal of Marketing (2020) 54 (1): 79–108.
Published: 11 December 2019
...Maryam Tofighi; Bianca Grohmann; H. Onur Bodur Purpose This paper aims to examine to what extent congruity between ethical attributes (i.e. product attributes with positive implications for the environment, human rights, social issues and animal welfare) and brand concept (i.e. the unique meaning...
