Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty

Singh, Jatinder Jit; Iglesias, Oriol; Batista‐Foguet, Joan Manuel

doi:10.1007/s10551-012-1216-7

Cited by 211 publications

(247 citation statements)

References 52 publications

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“…Another recent study conducted among customers of F.M.C.G. (Fast-Moving Consumer Goods) companies from Spain (Singh, Iglesias, & Batista-Foguet, 2012) reveals that companies that are perceived as acting more ethically towards consumers have more loyal customers, the impact on loyalty being mediated by brand trust and brand affect. A more recent research (Chun, 2016) showed that, at least in the case of U.K. customers of personal care products companies, there is a positive correlation between corporate citizenship image, in terms of social support and philanthropy, and customer-company identification, the latter being a loyalty driver.…”

Section: The Relationship Between Perceptual Corporate Sustainabilitymentioning

confidence: 99%

From perceptual corporate sustainability to customer loyalty: a multi-sectorial investigation in a developing country

Moisescu

2018

Economic Research-Ekonomska Istraživanja

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The purpose of this paper is to investigate the impact of customerbased perceptual corporate sustainability on customer loyalty in a comparative manner, in four important industries (mobile telecommunications services, retail banking services, dairy products and personal care products) in a developing country. A consumer survey was implemented among a sample of 1464 consumers from the urban area of a developing European country. Our research reveals that customer-based perceptual corporate sustainability significantly and positively impacts customer loyalty in all investigated industries, with a stronger impact in retail banking services and a lower one in the case of personal care products. The research identifies those perceptual corporate sustainability dimensions which significantly impact customer loyalty and on which companies should focus within their marketing communication in order to increase customer loyalty. The paper brings relevant multi-sectorial insights, filling a regional knowledge gap, in the particular socio-cultural and economic context of a developing country, and thinking forward the general theoretical knowledge regarding the relationship between customer loyalty and perceptual corporate sustainability as complex constructs. Moreover, by using a quasi-exhaustive manner to conceptualise corporate sustainability, this paper complements previous research on the topic, in which corporate sustainability was constructed narrowly, within limited conceptual frameworks.

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Section: The Relationship Between Perceptual Corporate Sustainabilitymentioning

confidence: 99%

From perceptual corporate sustainability to customer loyalty: a multi-sectorial investigation in a developing country

Moisescu

2018

Economic Research-Ekonomska Istraživanja

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“…Regarding consumer-perceived ethicality, some authors have suggested that consumer attitude toward the ethical behavior of the brand/company has an affective dimension (Singh et al 2012). Literature positively relates consumer perception of a company's socially or ethically responsible behavior to customer identification with the brand (Marin et al 2009).…”

Section: Customer Brand Identificationmentioning

confidence: 99%

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

Fatma¹,

Rahman²

2017

Service Science

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Abstract. This study aims to examine the influence of consumer-perceived ethicality of a hotel brand on customer brand loyalty through the customer identification with the brand, considering the mediating role of affective commitment and trust. The findings suggest that when consumers have an ethical perception of a company's behavior, they tend to be more identified with the hotel brand, which results in favorable judgment of the hotel brand in terms of developing affective attachment to the brand (affective commitment) and willingness to rely on that brand (brand trust). This positive evaluation of a hotel brand results in determining the customer long-term relationship with the brand (brand loyalty). This study aims to contribute to the underresearched area of business ethics and hotel brands by examining the relational perspective of brand loyalty, and characterizes the relationship between consumer-perceived ethicality and brand loyalty through customers' brand identity, brand trust, and affective commitment.

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“…Hence, Labrecque and Milne (2012) state that "strong, positive brand personalities can enhance consumer evaluations and increase brand equity". "Brands need to fi nd a way to communicate a relevant set of values to their consumers" (Singh et al, 2012); hence, the ethical brand includes attributes such as honesty, integrity, diversity, responsibility, quality, respect and accountability (Singh et al, 2012). Aaker (1997) in her article titled "Dimensions of Brand Personality" says that ethical attributes have a positive effect on the two dimensions of "sincerity" and "competence".…”

Section: Literature Reviewmentioning

confidence: 99%

The Effect of Perceived Business Ethics on Brand Personality Dimensions & Creation of Brand Equity in Developing Countries

Hamidizadeh¹,

Alavije²,

Rezaee³

2014

CEBR

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Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty

Cited by 211 publications

References 52 publications

From perceptual corporate sustainability to customer loyalty: a multi-sectorial investigation in a developing country

From perceptual corporate sustainability to customer loyalty: a multi-sectorial investigation in a developing country

An Integrated Framework to Understand How Consumer-Perceived Ethicality Influences Consumer Hotel Brand Loyalty

The Effect of Perceived Business Ethics on Brand Personality Dimensions & Creation of Brand Equity in Developing Countries

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