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Impact of Consumer’s Values on Ethical Goods Word of Mouth Behaviors

This study is expected to quantify the impact of value image, strategic image, and trajectory image on ethical goods word of mouth behavior based on the recent call for further research (Jayawardhena et al., 2016). We have collected data from 177 consumers from Lahore city, using a mall intercept technique. The response rate remains 48%. Before, testing the hypothesis, we applied reliability analysis, and most of our measures were found to be reliable for further analysis. The results have practical implications for marketers and give more insight into image theory.