...Kuen-Hung Tsai; Wang-Sheng Chen Purpose Drawing upon social exchange and psychological ownership theories, this study aims to develop a model to investigate the mechanisms through which perceived brand ethicality fosters brand evangelism. Design/methodology/approach Data were collected from...

... on brand equity have yielded inconsistent results. This study also explores the moderating effect of perceived brand ethicality on the relationship between brand innovativeness, brand attitude and brand equity. Design/methodology/approach This study collected the self-administered survey data of 402...