Keywords: Moderated mediation
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Journal Articles
Journal of Product & Brand Management (2016) 25 (7): 710–720.
Published: 21 November 2016
... is used (N = 200). To test the hypotheses, the authors run moderated mediation regression analyses with the help of the PROCESS macro. Findings Drawing on fairness heuristics theory, the authors hypothesize and find that relative to when paying with personal funds, when paying with company’s...

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