The Contribution of Perceived Brand Ethics to the Development of Consumer Trust: A Qualitative Study of Moroccan Islamic Banks
BELGHITATE WIDAD,
MSSASSI SAID
Abstract:The Moroccan banking sector is facing growing challenges to adhere to emerging standards of business ethics and corporate social and environmental responsibility. A marketing ethic based on good organizational conduct is now necessary to consolidate competitive advantage, strengthen market positioning and ensure the long-term sustainability of the corporate brand. This article primarily aims to delve into a relatively overlooked subject within marketing literature: the consumer-perceived ethics in the service … Show more
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