Value differences as determinants of importers' perceptions of exporters' unethical behavior: The impact on relationship quality and performance

► Our study focuses on the value drivers of the unethical marketing behavior of exporters. ► We use a survey to collect data. ► Similarities in national, corporate, and personal values are negatively related to unethical marketing practices. ► Network ties seem to play a moderating role. ► Perceived export marketing unethicality negatively influences exporter-importer relationship quality. ► Relationship quality positively impacts relationship performance.