... Mukendi can be contacted at: a.m.battle@bath.ac.uk 07 02 2019 08 08 2019 07 11 2019 24 11 2019 © Emerald Publishing Limited 2020 Emerald Publishing Limited Licensed re-use rights only Sustainable fashion Ethical fashion Marketing ethics Sustainable business...

... generate behavioural confusion (Simonson, 1994) which is often quantified in terms of instances of mistaken purchases and erroneous selections (Miaoulis and D’Amato, 1978). © Emerald Group Publishing Limited 2015 Marketing theory Customer satisfaction Customer loyalty Marketing ethics...

... of the individual. It also examines the neglected construct of egoism, which is most closely associated with a person's degree of individualism and masculinity. The remainder of this article is organized as follows: first, the extant literature on marketing ethics is reviewed and assessed...