“…Nonetheless, much of the past research on behavioural integrity was conducted from an internal stakeholder perspective and explored at the individual level (Davis and Rothstein, 2006;Hong, 2016;Innocenti et al, 2012;Mavis et al, 2019;Prottas, 2008;Simons et al, 2018). Consequently, literature on firms' integrity and particularly the integrity of its behaviour in public province has not developed in tandem (Fiorito and Ehrenhard, 2019;Gong et al, 2015). Thus, it is not surprising to identify that firms are ill-equipped with the mechanism and tools to monitor and manage their corporate brand integrity (Mavis et al, 2019).…”