Leonidou, Leonidas C.; Leonidou, Constantinos N.; … - In: European Journal of Marketing 47 (2013) 3/4, pp. 525-556
Purpose – The purpose of this paper is to develop and test a model that focuses on the cultural drivers and trust outcomes of consumer perceptions on issues pertaining to the unethical marketing behavior of firms. It specifically investigates: the role of cultural orientation in forming...