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Keywords: Moral obligation
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Journal Articles
The moderating role of brand reputation and moral obligation: An application of the theory of planned behavior
Available to Purchase
Journal:
Journal of Management Development
Journal of Management Development (2014) 33 (4): 282–298.
Published: 08 April 2014
... sporting events, and second, to investigate the moderating effects of brand reputation and moral obligation in the relationships between TPB constructs and volunteer intention. Design/methodology/approach – The sample consisted of 107 volunteers at the 2009 NCAA Men's Basketball Tournament. Moderated...
