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Keywords: Perceived brand ethicality
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Journal Articles
Global Knowledge, Memory and Communication 1–17.
Published: 25 September 2026
... . Further, the moderating effect of perceived brand ethicality was established. Practical implications Marketers should focus on delivering a memorable, glitch-free ORE to foster favorable brand perceptions and a sense of PBO among platform users. Originality/value This research advances...
