Brand ethicality as a driver of psychological, affective and behavioral response to a brand

IF 3.6 3区 管理学 Q2 BUSINESS
Vikas Kumar, Vikrant Kaushal
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引用次数: 0

Abstract

Purpose Ethical consumerism is gaining importance as consumers are becoming increasingly concerned about brands' moral intentions and social and legal practices. Hence, in a quest to advance the current application of ethics in branding, this study substantiates literature by investigating consumer-perceived brand ethicality's (CPBE) role in affecting psychological, affective and behavioral responses of consumers (i.e. psychological brand ownership (PBO), brand commitment and willingness to pay a price premium (WPPP). Further, the authors test self-congruence as the boundary condition for CPBE. Design/methodology/approach Online survey method resulted in 408 responses, and the data were analyzed using structural equation modeling (SEM). Findings CPBE emerged as a predictor for PBO, brand commitment and WPPP. However, counterintuitively, self-congruence failed to reflect any moderating effect on the relationships between CPBE and PBO and CPBE and brand commitment. Practical implications Brands are encouraged to indulge in and reflect ethical practices to generate favorable consumer responses, i.e. PBO, brand commitment and WPPP. Originality/value Based on the ethical and psychological ownership theories, the investigation adds to the scholarship on CPBE and its outcomes. Arguably, it remains the first study to document the linkage between CPBE and PBO.
品牌伦理是对品牌的心理、情感和行为反应的驱动因素
随着消费者越来越关注品牌的道德意图以及社会和法律实践,道德消费主义正变得越来越重要。因此,为了推进伦理在品牌建设中的应用,本研究通过调查消费者感知品牌伦理(CPBE)在影响消费者心理、情感和行为反应(即心理品牌所有权(PBO)、品牌承诺和支付溢价意愿(WPPP)中的作用来证实文献。在此基础上,进一步验证了自同余作为CPBE的边界条件。设计/方法/方法在线调查法共收到408份回复,数据采用结构方程模型(SEM)进行分析。CPBE是PBO、品牌承诺和WPPP的预测因子。然而,与直觉相反的是,自我一致性未能反映出CPBE与PBO以及CPBE与品牌承诺之间的任何调节作用。实际意义鼓励品牌沉迷于并反映道德实践,以产生有利的消费者反应,即PBO,品牌承诺和WPPP。基于伦理和心理学的所有权理论,本研究增加了对CPBE及其成果的学术研究。可以说,它仍然是第一个记录CPBE和PBO之间联系的研究。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
8.00
自引率
9.10%
发文量
64
期刊介绍: Marketing Intelligence & Planning (MIP) facilitates communication between researchers and practitioners, providing the users of research with a wealth of robust and relevant information. At a time when some journals are losing their relevance to industry and practical requirements, MIP successfully offers a bridge between academic and practitioner thinking, while retaining a high level of scientific rigour.
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