Managing corporate brand behavioural integrity: a case of alleged violation of Halal certification

Abstract

<jats:sec> <jats:title content-type="abstract-subheading">Purpose</jats:title> <jats:p>This study aims to establish the psychometric properties of behavioural integrity scale at an organizational level from external stakeholders’ perspective and its subsequent influence on consumer trust and commitment with a brand. Moreover, the study also examines how different crisis response strategies moderate the relationship between consumer attributions of the responsibility and corporate brand behavioural integrity in the context of emotional product harm crisis caused by alleged violation of Halal certification by an MNC.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title> <jats:p>A quasi-experimental design was applied to test the impact of firm crisis response strategies on its corporate brand behavioural integrity.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Findings</jats:title> <jats:p>The results provide evidence that behavioural integrity scale can be used to measure consumer perceptions of a corporate brand behavioural integrity. In addition, results indicate that crisis response strategies offer some moderating influence on the relationship between consumer attribution processes and corporate brand behavioural integrity.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Research limitations/implications</jats:title> <jats:p>Results indicate that existing corporate crisis response strategies are not very helpful in the context of emotional product harm crisis. This study demonstrates that behavioural integrity positively impacts customer relationship-oriented constructs. Furthermore, behavioural integrity scale offers excellent psychometric properties when used at the corporate level.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Practical implications</jats:title> <jats:p>Organizations can use this proposed conceptual model to monitor and manage behavioural integrity of its corporate brand and its influence on customer-brand relationship constructs.</jats:p> </jats:sec> <jats:sec> <jats:title content-type="abstract-subheading">Originality/value</jats:title> <jats:p>This study is first of its nature that underscores the importance of measuring and monitoring corporate brand behavioural integrity as a customer trust-building mechanism. It is also the first study that investigates consumer reaction towards alleged brand transgression of its Halal certified product.</jats:p> </jats:sec>

The mediating effects of perceived brand integrity on brand ethical behavior and corporate brand legitimacy in halal cosmetics

“…honesty and fairness) of the brand. Existing academic literature suggests that perceived brand integrity, which is belief in the ethical and professional conduct of the brand, can be achieved through ensuring and promoting perceived brand ethicality, which is brand ethical behavior displayed through predictability, credibility and dependability (Butt et al. , 2020; Cambier and Poncin, 2020).…”

“…, 2018). Perceived brand integrity is a conviction in the ethical and professional conduct of the brand based on honesty and fairness as stated in Islamic laws (Butt et al. , 2020).…”

“…In this study, the term "perceived brand ethicality" refers to the subjective impression of the halal consumers of the ethical behavior demonstrated by brand ethical actions related to moral courage, reliability, credibility and trustworthiness as stated in Islamic laws (Eryandra et al, 2018). Perceived brand integrity is a conviction in the ethical and professional conduct of the brand based on honesty and fairness as stated in Islamic laws (Butt et al, 2020). Corporate brand legitimacy is the general Source: Authors' own perception that according to Islamic laws the practices or actions of a brand are desirable, proper or appropriate within some socially constructed system of norms, values, beliefs and definitions (Amani, 2022;Amani and Ismail, 2022).…”

Corporate brand integrity during a crisis

“…More recently, Butt et al (2020) used this incident to frame an experimental online study exploring the reaction of Muslim consumers if experiencing a comparable crisis. Participants had the option of using crisis response strategies broadly similar to the ones previously described.…”

“…The review is based on: “Managing corporate brand behavioural integrity: a case of alleged violation of Halal certification”, by Butt et al (2020), published in Journal of Islamic Marketing. A crisis can trigger perceptions of corporate brand integrity among different stakeholder groups.…”