The Importance of Ethics in Branding: Mediating Effects of Ethical Branding on Company Reputation and Brand Loyalty

This study aims to develop an ethical branding framework that determines whether a corporate brand’s functional and emotional values, that is, product, service quality, and perceived price (antecedents), influence ethical branding and, consequently, company reputation and brand loyalty (consequences...

Descrizione completa

Salvato in:  
Dettagli Bibliografici
Autori: Alwi, Sharifah Faridah Syed (Autore) ; Ali, Sulaiman Muhammad (Autore) ; Nguyen, Bang (Autore)
Tipo di documento: Elettronico Articolo
Lingua:Inglese
Verificare la disponibilità: HBZ Gateway
Journals Online & Print:
Caricamento...
Fernleihe:Fernleihe für die Fachinformationsdienste
Pubblicazione: Cambridge Univ. Press 2017
In: Business ethics quarterly
Anno: 2017, Volume: 27, Fascicolo: 3, Pagine: 393-422
Altre parole chiave:B ethical corporate marketing
B electronic office equipment
B corporate brand
B Corporate Reputation
B ethical branding
Accesso online: Accesso probabilmente gratuito
Volltext (lizenzpflichtig)
Volltext (lizenzpflichtig)
Descrizione
Riepilogo:This study aims to develop an ethical branding framework that determines whether a corporate brand’s functional and emotional values, that is, product, service quality, and perceived price (antecedents), influence ethical branding and, consequently, company reputation and brand loyalty (consequences) among industrial buyers of electronic office equipment in Malaysia. Using structural equation modelling, the article demonstrates the effects of perceived price, quality of product and service on ethical branding, company reputation, and brand loyalty. The results reveal that product quality directly influences ethical brand perceptions and, consequently, company reputation. Perceived price and service quality do not directly affect company reputation; instead, they affect its identification through ethical branding. The findings thus demonstrate that product quality, perceived price, and service quality affect company reputation through the mediation of ethical branding. This highlights that an ethical brand is effective for companies to maintain their reputation among industrial buyers.
ISSN:2153-3326
Comprende:Enthalten in: Business ethics quarterly
Persistent identifiers:DOI: 10.1017/beq.2017.20