| Customer definitions of moral value for retail brands: A qualitative understanding Y Wei, KJ Sit, Y Ekinci Journal of Retailing and Consumer Services 77, 103697, 2024 | 6 | 2024 |
| Re-imagining brand morality: A spirituality perspective Y Wei, KJ Sit, Y Ekinci Nordic Retail and Wholesale Conference, 2024 | | 2024 |
| More than law‐abiding: A multi‐staged consumer study on brand morality Y Wei, Y Ekinci, K Sit Psychology & Marketing, 2024 | | 2024 |
| Developing and Validating A Brand Morality (BM) Scale with Retail Consumers Y Wei University of Portsmouth, 2023 | | 2023 |
| A mixed-method study on consumers’ perception of brand morality and measurement Y Wei, J Sit, Y Ekinci Academy of Marketing Science World Marketing Congress, 2023 | | 2023 |
| Defining brand morality: a multi-stage consumer study Y Wei, J Sit, Y Ekinci 15th Global Brand Conference 2022, 2022 | | 2022 |
Kokho (Jason) SitUniversity of PortsmouthVerifierad e-postadress på port.ac.uk