This study aims to examine the influence of consumer-perceived ethicality of a hotel brand on customer brand loyalty through the customer identification with the brand, considering the mediating role
Purpose This paper aims to operationalise and juxtapose variables related to identity, strategy and communications, and then examine the impact of such integration on organisational stakeholders
This research adds to the growing literature on what draws consumers to ethical brands. Findings from three studies demonstrate that guilt motivates consumers to connect with ethical brands,
Management theory and practice are facing unprecedented challenges. The lack of environmental sustainability, the increasing inequity and the continuous decline in societal trust pose a threat to
The gap between ethical purchase intentions and ethical purchase behaviour is well-documented. Although this gap can be bridged by increasing the level of awareness among consumers with regards to
