Keywords: Moral rationalization
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Journal Articles
European Journal of Marketing (2023) 57 (8): 1996–2020.
Published: 02 May 2023
... prominence of counterfeit (i.e. whether it contains prominent brand signals). Study 3 (N = 315) explores how the above-mentioned relationships are moderated by consumers’ moral rationalization (i.e. whether consumers seek rationalization when behaving unethically). Findings First, this research...

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