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Keywords: Māori ethics
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Journal Articles
Journal:
Journal of Social Marketing
Journal of Social Marketing (2026) 16 (2): 255–290.
Published: 06 March 2026
.... Design/methodology/approach Using a Kaupapa Māori approach focused on purakau (Māori narrative, akin to narrative inquiry) and reflexivity, the paper presents the Mānuka honey pūrākāū from a Māori perspective. Findings Applying Kaupapa Māori ethics (Whakapapa, Tika, Manaakitanga, Mana) to the Manuka...
