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

UN SDGs

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

SDG 12 Responsible Consumption and Production

Keywords

Morality
Ethics
Branding
Consumer behaviour
Wisdom
Confucius virtues

Access to Document

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
103 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

UN SDGs

Keywords

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