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Purpose The purpose of this study is to explore how and when ethical leadership enhances bootlegging. To achieve this purpose, the authors proposed a moderated dual-path model in this study. Design/methodology/approach The model was tested on two related studies. Study 1 was based on three-wave, collected data from a sample of 511 employees of Chinese companies. Data used in Study 2 was collected by survey from employees and their direct leaders of multiple departments of companies in China. Findings In Study 1, the authors found that moral efficacy and moral identity mediate between ethical leadership and bootlegging. Findings from Study 2 provide convergent support of moral efficacy’s and moral identity’s impact on the mediation relationship between ethical leadership and bootlegging. Moreover, the results of Study 2 further reveal that the relationship between ethical leadership and moral efficacy (or moral identity) was more significant among leader–follower with different genders. Originality/value This study not only enriches the literature on ethical leadership and gender (dis)similarity, but also helps managers to better understand the function of bootlegging.

Abstract. This study has selected sorts of comments about MI's products from its customers' as research objects, then we used the theory of Rooting to analyze those objects, and explored the Customer Experience Dimensions' type, characteristics and the way to impact others. The results come as follows: First of all, the Customers Experience Dimensions are consisted of nine major categories defined as Value Perception Experience, Sensory Experience, Quality Assurance Experience, Parts Experience, Purchase Experience, Service Experience, Brand Comparison Experience, Compensating Experience, Brand Reliance Experience respectively. Secondly, we put these nine major categories above all to compare the conclusions with the previous research, then we analyzed and integrated them, and finally obtained seven major categories containing Purchasing Website, Product Rendering, Delivery Experience, Transaction Convenience, Safety and Security, Brand Reliance, Marketing Communications respectively. In addition, we have conducted a further investigation to draw three types about the Customer Experience named Function Experience, Purchasing and Service Experience, and Brand Experience. Last but not the least, this paper has definitely provided the basis theory of how does the Customer Experience affect the Brand Loyalty for future research, as well as guided a definite orientation.