Defining brand morality: a multi-stage consumer study

Yunyi Wei, Jason Sit^*, Yuksel Ekinci

^*Corresponding author for this work

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

1 Conference contribution
1 Article

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2023
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