Ethical consumption means behaviours of purchasing or consuming/using which are associated with a significant ethical concern by the consumers. This study focuses on (positive) ethical purchasing
The fashion industry represents the meeting point of millions of people across the world, and is one of the leading industries that epitomizes the new globalized world of the 21st century (Hilary
Small and medium enterprises are important contributors to most national economies but their use and practice of public relations is under examined. Arguing that a robust discussion of strategic
Co-creation can open up the brand to the outside and help it to generate relevant innovations. However, there is scarce empirical evidence as to how managers actually use co-creation to connect with
This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and experimentally explores how consumers form moral impressions of brands when confronted with
