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Keywords: Moral emotion
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Journal Articles
Journal of Product & Brand Management (2022) 31 (8): 1301–1317.
Published: 27 June 2022
... of the industry has meant that brand moral transgressions often occur. This study aims to understand the role of moral emotions and concerns (i.e. perceived spillover) caused by different moral transgressions and explain consumer anti-brand behaviors (i.e. negative word of mouth [WOM] and patronage cessation...
