... associated with saving-more (vs. having-less). Furthermore, the ability of saving-more (vs. having-less) in building responsible luxury perception and reducing anticipated guilt is stronger (vs. weaker) when luxury is distributed based on deservingness (vs. entitlement). Research limitations/implications...

...Mauricio Palmeira; Minjung Koo; Hyun-Ah Sung Purpose This paper aims to examine how observers evaluate a company that provides service failure (or excellence) to an immoral versus a moral customer. This study introduces the concept of deservingness to the service literature and suggests...