The Importance of Ethics in Branding: Mediating Effects of Ethical Branding on Company Reputation and Brand Loyalty

Alwi, Sharifah Faridah Syed; Ali, Sulaiman; Nguyen, Bang

doi:10.1017/beq.2017.20

Cited by 54 publications

(38 citation statements)

References 98 publications

(341 reference statements)

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“…The operational definition of ethical marketing practices used in this study is based on the literature on ethical marketing and business. Ethical marketing practices refer to "moral judgment and behavior standards in marketing practice in a marketing area" [1,9,91]. We categorize the marketing mix strategy from ethical issues as product-related, price-related, place-related, and promotion-related ethics [1,31,33,64,69,72].…”

Section: Instrument Constructionmentioning

confidence: 99%

The Role of Ethical Marketing Issues in Consumer-Brand Relationship

Lee

Jin

2019

Sustainability

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This study investigated the components of ethical marketing such as product, price, place, and promotion using ethical views on the consumer-brand relationship and perceived product quality in B2C (business to consumer) transactions. It examined whether the quality and consumer-perceived product quality of a consumer-brand relationship affects corporate brand loyalty. Data from a panel of 1,200 consumers who had multiple experiences with a company’s products and brands were used to test the hypotheses, which were verified using structural equation modeling. The results support the proposed research model with statistical significance. A corporate marketing mix strategy with respect to ethical issues was crucial to generate a consumer-brand relationship and perceived product quality, which were influenced by corporate brand loyalty. However, the outcomes associated with each area of ethical marketing practice—through the relationship between the mediating variables and the dependent variable—vary with the business type and other characteristics. Without considering this aspect, it is difficult to generalize the current results. Thus, further analyses are required in future studies. However, this study identifies influential factors for building a relationship that involves ethical marketing practice, relationship quality, and brand loyalty in B2C transactions. Finally, this study suggests implications for companies regarding which aspects of (un)ethical marketing practices should be reinforced to achieve corporate brand loyalty. This study confirmed the significant correlation between the marketing mix strategy from ethical issues, which form the basis of transactions and relationship quality.

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Section: Instrument Constructionmentioning

confidence: 99%

The Role of Ethical Marketing Issues in Consumer-Brand Relationship

Lee

Jin

2019

Sustainability

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“…At present, aggravating the problem of "increased assimilation of modern science to market capitalism" (Rivera and Vásquez-Velásquez, 2015), by equating academics with clients and their work as tradable commodities in an open market where ethics or the link to an ethics organization is perceived as a brand that itself forms part of ethical branding (Alwi et al, 2017). Rather, in addition to a moral set of guidelines, global ethics in biomedical research and publishing is currently imposed on global academia by a handful of ethics organizations, none of which are formally externally regulated and controlled, and as Teixeira and Fontes da Costa (2010) argued, there is a "need for effective regulatory bodies so as to achieve and maintain a culture of research integrity by all involved in the process."…”

mentioning

confidence: 99%

Establishing Rules for Ethicists and Ethics Organizations in Academic Publishing to Avoid Conflicts of Interest, Favoritism, Cronyism and Nepotism

Silva¹,

Katavić²,

Dobránszki³

et al. 2019

KOME

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The first author has been critical of several aspects related to COPE and has questioned the ICMJE in public. VK served, until 2011, as the Research Integrity Editor in the Croatian Medical Journal and as the president of the Croatian national Committee for Ethics in Science and Higher Education. Since 2015, VK has served as an ethics expert for the evaluation of FP7 and H2020 projects with the European Commission. The authors declare no other conflicts of interest.

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“…(Balmer, 2001a;Melewar & Jenkins, 2002), y: "¿Cómo deseamos que nos perciban los interesados?" (Aaker & Joachimsthaler, 2000;Alwi, Ali, & Nguyen, 2017). La importancia de la identidad de marca corporativa se refleja en el hecho de que las empresas necesitan dirigirse a los consumidores y a otras partes interesadas mediante la construcción de dicha identidad, la imagen y la reputación corporativa (Alwi et al, 2017).…”

Section: Enero-junio De 2021unclassified

Revisión bibliográfica de la marca corporativa: hacia una definición y gestión integradoras

2021

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La marca corporativa es un activo intangible y estratégico de gran valor que se vincula a conceptos como identidad e imagen. Esto le ha supuesto la atención de diversas disciplinas, no solo de la comunicación. El objetivo de este trabajo es identificar dichas disciplinas, autores destacados, ofrecer una definición integradora de la marca corporativa, identificar conceptos relacionados y el área a la que se asigna su gestión. Se trata de arrojar luz sobre la importancia de una adecuada gestión de la marca corporativa. Para ello, se ha realizado una revisión bibliográfica sistematizada de los trabajos académicos publicados durante el periodo 2016-2018. Sobre ellos se aplica un análisis de contenido cuantitativo y cualitativo. Tras la revisión de 112 publicaciones académicas en 66 revistas, se observa la escasa aportación del área de la comunicación en contraste con la gestión y el marketing, de donde proceden también los autores más citados. Respecto a la gestión de la marca corporativa, destaca el papel de la alta dirección y el área de marketing. La variedad temática de las aportaciones y el valor estratégico de la marca corporativa sugieren la necesidad de aportar un enfoque multidisciplinar en la gestión y estudio de la marca corporativa.

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The Importance of Ethics in Branding: Mediating Effects of Ethical Branding on Company Reputation and Brand Loyalty

Cited by 54 publications

References 98 publications

The Role of Ethical Marketing Issues in Consumer-Brand Relationship

The Role of Ethical Marketing Issues in Consumer-Brand Relationship

Establishing Rules for Ethicists and Ethics Organizations in Academic Publishing to Avoid Conflicts of Interest, Favoritism, Cronyism and Nepotism

Revisión bibliográfica de la marca corporativa: hacia una definición y gestión integradoras

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