Defining brand morality: a multi-stage consumer study

Yunyi Wei, Jason Sit*, Yuksel Ekinci

*Corresponding author for this work

Research output: Contribution to conferenceAbstractpeer-review

Original languageEnglish
Number of pages8
Publication statusPublished - 4 May 2022
Event15th Global Brand Conference 2022 - Sheffield Hallam University, Sheffield, United Kingdom
Duration: 4 May 20226 May 2022
https://www.bam.ac.uk/resource/call-for-papers-15th-global-brand-conference-2022.html?msclkid=554289c4d16011eca088721d012f56d4

Conference

Conference15th Global Brand Conference 2022
Abbreviated titleGBC
Country/TerritoryUnited Kingdom
CitySheffield
Period4/05/226/05/22
Internet address

Keywords

  • Morality
  • Ethics
  • Branding
  • Consumer behaviour
  • Wisdom
  • Confucius virtues

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