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Keywords: Moral capital
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Journal Articles
Journal of Product & Brand Management 1–16.
Published: 09 July 2026
... of social-media sentiment and four between-subjects experiments (n = 1,139) test a parallel dual-route mediation model; moderated-mediation analysis tests the moderating role of managerial response. Findings A strong brand purpose reduces blame via moral capital, but only when the brand’s...
Includes: Supplementary data
