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Title: The Importance of Ethics in Branding: Mediating Effects of Ethical Branding on Company Reputation and Brand Loyalty
Authors: Syed Alwi, SF
Muhammad Ali, S
Nguyen, B
Keywords: Ethics;Ethical branding;Ethical corporate marketing;Corporate brand;Corporate reputation and electronic office equipment
Issue Date: 2017
Publisher: Philosophy Documentation Center
Citation: Business Ethics Quarterly, 27 (3): pp. 393 - 422, (2017)
Abstract: 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 paper 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: 1052-150X
Appears in Collections:Brunel Business School Research Papers

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