Integrating several streams of research this working paper sheds insight on how consumer attachment to brands and individual ethical ideologies contribute to forming mixed emotions when consumers evaluate firm behavior as unethical. Implications focus on advancing mixed emotions, ethics, and boycott research.
CITATION STYLE
Schmalz, S. (2015). When firm Unethical Behavior gets in the way of Consumer – Brand Relationships. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 126). Springer Nature. https://doi.org/10.1007/978-3-319-10963-3_65
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