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Keywords: Consumer–brand identification
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Journal Articles
From ethical retailing to advocacy: identification and engagement as drivers
Available to Purchase
International Journal of Retail & Distribution Management 1–17.
Published: 05 June 2026
...Millissa F. Y. Cheung; Wai Ming To; Kimberley Hardcastle; Elmira Djafarova Purpose This study aims to investigate how consumer perceptions of the ethics of retailers (CPER) influence brand advocacy. It focuses on the mediating role of consumer–brand identification (CBID) and the moderating roles...
