Defining brand morality: a multi-stage consumer study

Yunyi Wei; Jason Sit; Yuksel Ekinci

Defining brand morality: a multi-stage consumer study

^*Corresponding author for this work

Research output: Contribution to conference › Abstract › peer-review

Original language	English
Number of pages	8
Publication status	Published - 4 May 2022
Event	15th Global Brand Conference 2022 - Sheffield Hallam University, Sheffield, United Kingdom Duration: 4 May 2022 → 6 May 2022 https://www.bam.ac.uk/resource/call-for-papers-15th-global-brand-conference-2022.html?msclkid=554289c4d16011eca088721d012f56d4

Conference

Conference	15th Global Brand Conference 2022
Abbreviated title	GBC
Country/Territory	United Kingdom
City	Sheffield
Period	4/05/22 → 6/05/22
Internet address	https://www.bam.ac.uk/resource/call-for-papers-15th-global-brand-conference-2022.html?msclkid=554289c4d16011eca088721d012f56d4

Keywords

Morality
Ethics
Branding
Consumer behaviour
Wisdom
Confucius virtues

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

1 Conference contribution
1 Article

Customer definitions of moral value for retail brands: a qualitative understanding
Wei, Y., Sit, K. & Ekinci, Y., 1 Mar 2024, In: Journal of Retailing and Consumer Services. 77, 12 p., 103697.
Research output: Contribution to journal › Article › peer-review

Open Access
File
58 Downloads (Pure)
A mixed-method study on consumers’ perception of brand morality and measurement
Wei, Y., Sit, J. & Ekinci, Y., 19 Jan 2023, (Accepted for publication) Proceedings of the 2023 Academy of Marketing Science World Marketing Congress. Kent Business School
Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Cite this

@conference{64670aa484904101b54602282063d48c,

title = "Defining brand morality: a multi-stage consumer study",

keywords = "Morality, Ethics, Branding, Consumer behaviour, Wisdom, Confucius virtues",

author = "Yunyi Wei and Jason Sit and Yuksel Ekinci",

year = "2022",

month = may,

day = "4",

language = "English",

note = "15th Global Brand Conference 2022, GBC ; Conference date: 04-05-2022 Through 06-05-2022",

url = "https://www.bam.ac.uk/resource/call-for-papers-15th-global-brand-conference-2022.html?msclkid=554289c4d16011eca088721d012f56d4",

}

TY - CONF

T1 - Defining brand morality: a multi-stage consumer study

AU - Wei, Yunyi

AU - Sit, Jason

AU - Ekinci, Yuksel

PY - 2022/5/4

Y1 - 2022/5/4

KW - Morality

KW - Ethics

KW - Branding

KW - Consumer behaviour

KW - Wisdom

KW - Confucius virtues

UR - https://drive.google.com/file/d/1NSEOClPfTilNSq1tMzktfE2NzEdodctd/view?usp=sharing

UR - https://drive.google.com/file/d/1mKXrYJGfxsJ2TlRvh2mvR68C6h_ZDadO/view?usp=sharing

M3 - Abstract

T2 - 15th Global Brand Conference 2022

Y2 - 4 May 2022 through 6 May 2022

ER -

Defining brand morality: a multi-stage consumer study

Conference

Keywords

UN SDGs

Access to Document

Research output

Customer definitions of moral value for retail brands: a qualitative understanding

A mixed-method study on consumers’ perception of brand morality and measurement

Cite this