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Fake news represents a real risk for brands, particularly for firms selling essential products, such as food items. Despite this anecdotal acknowledgement, the dynamics of the relationship between fake news and brand reputation remain under-explored. The present study addresses this gap by examining the association of consumer values (universalism and openness to change), brand trust, fake news risk and system trust in the context of natural food products.

The study utilised a cross-sectional survey design and the mall-intercept method to collect data from 498 consumers of natural food residing in India. To test the hypotheses, which were grounded in the stimulus-organism-response (SOR) framework, the collected data were analysed using covariance-based structural equation modelling in SPSS AMOS. The conceptual model proposed universalism and openness to change as stimuli, brand trust as an internal state or organism and fake news risk – captured through the tendency of consumers to believe and act on fake news – as a response.

The findings support a positive association of universalism with brand trust and a negative association with fake news risk. In comparison, openness to change has no association with either brand trust or fake news risk. Brand trust, meanwhile, is negatively related to fake news, and this association is moderated by system trust. Furthermore, brand trust partially mediates the relationship between universalism value and fake news risk.

Notably, the present study is one of the first attempts to understand the fake news risk associated with natural food brands by utilising the SOR framework in an emerging market setting. The study provides interesting insights for policymakers, brands and consumers.

Despite the well-established branding literature, how a brand is connected to individual, market and societal/ideological levels are largely unknown. Grounded in the belief in a just world (BJW) theory, the purpose of this study is to investigate the effects of brand positioning status (BPS) on the support of certain brands (financially and non-financially) and examine the moderating roles of brand ideology and protestant work ethic (PWE).

In Study 1, a 2 (BPS: topdog vs underdog) × 2 (brand ideology: universalism vs power) between-subjects experimental design is conducted on overall brand support, purchase intention and word-of-mouth. To build upon the findings, Study 2 explores the three-way interaction effects on the same dependent variables by using a 2 (BPS: topdog vs underdog) × 2 (ideology: universalism vs power) × 2 (PWE: high vs low) quasi-experimental between-subjects design study.

The results of these studies reveal that customers have a strong intention to support the brands with universalism values, regardless of BPS, as power imbalance in the marketplace is not as salient. When a brand conveys the power ideology, the BPS greatly matters in earning customers’ support. This tendency, however, is varied among customers based on their level of PWE. This is because customers’ justification and evaluation on capitalism differs and their views toward market competitions between topdogs and underdogs are influenced by the personal worldviews.

The findings build upon belief in a just world theory and branding literature and discuss the importance of considering the BPS and the ideology a brand conveys in the marketplace, as the meanings and messages could be perceived differently based on what kind of work ethic one possesses and supports.

This paper aims to document changes in values of young Indian consumers over a 10-year period from 2004 to 2014. Given increases in per-capita income and living standards and, particularly, the tremendous increase in exposure to global products and ideals via media advertising, and greater one-to-one interaction with Americans and other English-speaking people from individualistic cultures (India has over 250 million Internet users who communicate in the English language), it was proposed that young Indian consumers would adopt values associated with self-enhancement and individualism, forsaking self-transcendence-related ideals such as benevolence and universalism.

Data pertaining to the Rokeach value scale (RVS) were collected in New Delhi in 2004 and 2014 and tested using MANOVA.

The results strongly support the contentions, save a couple of surprises. Implications of this dramatic change in values in a relatively short period are discussed from a marketing perspective.

This is the first paper that empirically measures changing consumer values in India.

The purpose of this paper is to examine how perceptions of organizational justice and social-focussed personal values influence perceived discrimination against immigrants in the workplace.

A sample of 224 employees of a mental health clinic in Norway completed Schwartz’s Portrait Values Questionnaire that measures personal values, Colquitt’s Organizational Justice Scale, and scale measuring perceived discrimination against immigrant in the workplace.

Perceived organizational justice and the social-focussed value universalism contributed significantly in explaining variance in perceived discrimination against immigrants in the workplace. Employees who scored low on perceived organizational justice scored high on perceived discrimination against immigrants, and employees who scored high on the value universalism scored high on perceived discrimination against immigrants in the workplace.

The cross-sectional design cannot determine causality. The direction of the relationship between the variables is founded on prevailing empirical and theoretical contributions in the field.

Cultural diversity training programs should make employees aware of how their personal values and personal justice experiences influence their perceptions of discrimination against immigrants. Culturally diverse workplaces could benefit from recruiting employees who emphasize universalism.

Co-workers’ perception of exclusion and discriminating behavior against immigrants in the workplace is critical in order to reduce such unjust treatment. There is limited research on factors that influence perceptions of discrimination against others.

Codes of ethics are a moral reflection centred on the duties and rights of a given profession that establishes the minimum moral standards required. These codes imply self-regulation and therefore an individual application on the conduct of professionals. In this chapter we reflect on the main values that guide PR practice based on Schwartz's theory of basic human values, which measures universal values that are recognised throughout all major cultures. A qualitative and quantitative content analysis was carried out of the codes of ethics of six national PR and communication associations and of the Global Alliance's code. The ethics codes were analysed to study the priorities of values stressed by PR professional associations and to highlight the motivational values that may be present in them. Findings show that values contained in the codes of ethics are based on a system of 32 human values; three of the values – the common good, integrity and truthfulness – are identified in all the codes; motivational values relating to universalism, benevolence and conformity are also covered to varying degrees in all the texts. It has been confirmed that the Global Alliance code is the only text that deals with the values of all the motivations described by Schwartz. The PR codes of ethics are based on a list of common ethical values of a collective nature, which are mostly contemplated by the Global Alliance; the main difference at the national level is that Latin countries include in their texts more principles of ethical universalism.

The purpose of this paper is to extend the attitudinal approach to entrepreneurial intentions by using a structural analysis to explore overlooked personal values as the antecedents of entrepreneurial attitude. Based on the widely adopted value system proposed by Schwartz, this study argues that while one cluster of personal values is positively correlated with entrepreneurial attitude that leads to entrepreneurial intention, another cluster of personal values is negatively correlated with entrepreneurial attitude.

Questionnaire responses obtained from a sample of 276 MBA were analyzed using structural equation models to examine the influences of values on entrepreneurial intentions via entrepreneurial attitude.

The results of this study demonstrate that personal values of self-direction, stimulation, achievement, and universalism are all positively correlated with entrepreneurial attitude, which together constitute a comfort zone for entrepreneurship, whereas values in the opposite end of the circumplex including benevolence, tradition, conformity, security, and power are negatively correlated with entrepreneurial attitude. The values that discourage the formation of an entrepreneurial attitude also counter the positive effect of entrepreneurial attitude on intention, making the relationship between entrepreneurial attitude and intention contingent upon value conflicts.

This study regards entrepreneurship as a career development and contributes to the entrepreneurship study by differentiating the influences of a vital construct, i.e., personal values, which should not be regarded as a universalism. The value circumplex with a comfort and discomfort zone developed by this study can serve as a platform to help build the view on entrepreneurial intentions in terms of personal values.

This paper examines the views of Australian primary school parents regarding the food and nutrition education (FNE) curriculum. Associations with personal values (Universalism and Hedonism) and demographic measures were also explored.

An online survey was conducted among 787 parents in March 2021. Parents rated the importance of 17 FNE topics. They were also asked about their support for six curriculum improvements and to state their own improvement suggestions.

Parents viewed the “Effect of food on health” and “Food hygiene” as the most important topics. Three FNE components were derived: (1) food safety and preparation, (2) health and nutrition information, (3) food origins and environmental sustainability. The “Food safety and preparation” component score was associated with both universalism-nature and hedonism values but negatively associated with parental education. The “Health and nutrition information” component score was associated with universalism-nature value and main language spoken at home. Lastly, the “Food origins and environmental sustainability” component score was associated with universalism-nature value. The two personal values, universalism-nature and hedonism, were more strongly associated with parents' views of curriculum topics than parental demographic characteristics. Parents had several criticisms of current FNE, including school food environments not resonating with FNE taught in the classroom and that FNE might increase the risk of eating disorders. They also suggested that the FNE curriculum should support both parents and teachers by providing relevant resources and training.

Australian parents' views of the importance of FNE topics and how to improve FNE in primary schools have been under-examined.

This paper aims to identify and categorise the values expressed in women-led social entrepreneurship based on a typology of universal values. It explores the influence of gender and religious faith on the values that inspire social entrepreneurial organisations to engage in positive social change.

Inductive multiple case study research investigates the values manifest in five social entrepreneurial organisations founded and led by women in three Southeast Asian countries.

Organisations and their women-leaders express values related to benevolence, universalism, self-direction and security. Gender and religious faith are found to be mediators that influence approaches to social transformation.

Purposive sampling and interpretive research design favour rich description but limit the generalisability of the findings. Further enquiry is needed into the gender-values-religion nexus in social entrepreneurship.

Social entrepreneurship is shown to be a process embedded in and motivated by prosocial values of benevolence and social justice and other values of self-direction and security. Findings provide evidence for the critical but often overlooked influence of gender and religious faith on the values foundation of social entrepreneurship.

Social entrepreneurial organisations led by women contribute to positive social change through the values they incorporate and express.

Research on the link between gender, values and religious faith in social entrepreneurship is virtually non-existent.

Schwartz's portrait value questionnaire (PVQ) has extensively been used in personal values research. The present paper aims to validate the 40‐item PVQ typology, using a nationally representative sample of 997 consumers. The main objective of the survey was to investigate whether higher‐than‐average regular purchasing of quality food products (i.e. organic and PDO labelled products) coincides with stronger identification with specific PVQ values.

A questionnaire was distributed nationwide. Data were collected through personal interviews with 997 consumers. Confirmatory factor analysis and cluster analysis were the main analytical techniques used.

At the value‐based segmentation level of the analysis, identification with the PVQ value domains decreased per cluster progressively and jointly for almost all value domains, a trend that led to the identification of five distinctive national consumer segments. The trend of stronger identification with security, universalism and benevolence that appeared at the sample level re‐emerged for the “urban upper class”, the “countryside class I” and the “countryside class II”, which accounted for two‐thirds of the overall sample and were the clusters with the most dynamic quality food purchasing profile.

Despite the emergence of a clear relation between consumers' self‐transcendence and security value similarity and higher‐than‐average frequency of quality food purchasing, quality food consumers did not form a separate and clearly diversified cluster if the PVQ inventory functions as a basis for segmentation. Future models should incorporate values together with intermediate‐level constructs (e.g. beliefs and/or attitudes) when attempting to predict consumer behaviour towards quality food products.

The paper shows that while values can be used to meaningfully segment quality food consumers, there is still much to learn regarding the direct and indirect determinants of quality food purchase behaviour.

The objective of this study is to understand how Arab entrepreneurs in Israel redress the disadvantage of the intersectionality of place and race by setting up their businesses in markets beyond their ethnic enclaves as well as by pursuing opportunity entrepreneurship and the role human values play in this process.

Using the portrait value questionnaire, a survey of Arab entrepreneurs in Israel was conducted. Multiple linear regressions were run to generate the findings.

The authors find that educated and non-conforming Arab men in Israel, driven by stimulation and universalism, successfully neutralise the intersectional disadvantage of place and race through entrepreneurship.

Care is advised in the generalisation of findings of this research to other intersectional communities as they emerge from the unique context of Arab entrepreneurs in Israel.

Education, stimulation and universalism facilitate entrepreneurial success beyond Arab ethnic enclaves whereas conformity suppresses it.

With the right attributes and values, marginalised individuals can emerge from the disadvantage of the intersectionality of place and race.

The study advances the intersectionality discourse from “what it is” and “what it does” to “what can be done about it”. It identifies the attributes and values that help Arab entrepreneurs in Israel to remedy their intersectional disadvantage.