The objective of this study is to analyze whether the brands perceived as ethical are, at the same time, those that have better economic results and a major brand equity. Ethical brands are perceived
Background: Corporate social responsibility has continuously achieved recognition as an active and well-organized marketing strategy in the recent years, but gaps still exist on its understanding and
Sustainability is a central challenge of the fashion industry. In an era where Internet and social networks allow information to spread quickly, more consumers are familiar with the call for ethical
Ethical consumerism and the rise of conscious buying have emerged as transformative trends in the Fast-Moving Consumer Goods (FMCG) sector. Increasing awareness of environmental sustainability,
Pakistani retail business focuses on old retailing methods and does not employ innovative retailing concepts. This research aims to show how sensory brand experience affects price sensitivity and
