Tofighi, Maryam; Grohmann, Bianca; Bodur, H. Onur - In: European Journal of Marketing 54 (2019) 1, pp. 79-108
Purpose: This paper aims to examine to what extent congruity between ethical attributes (i.e. product attributes with positive implications for the environment, human rights, social issues and animal welfare) and brand concept (i.e. the unique meaning associated with a brand in consumers’...