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The Impact of Consumer Perceived Ethical Value on Trust and Brand Loyalty: Personality as Moderation Variable

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Proceedings of the Eighth International Conference on Management Science and Engineering Management

Part of the book series: Advances in Intelligent Systems and Computing ((AISC,volume 281))

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Abstract

The purpose of this study is to examine the significance of perceived ethical value on trust and brand loyalty as well as to examine personality as moderation variable between perceived ethical value and trust on brand loyalty. A theoretical framework with hypothesized relationships is developed and tested in order to answer the research question. To test the research models, Cho-test sub-group moderation variable is use. Hypotheses which were suggested within the framework of the research model were tested with structural equation modeling. In this regard, data were collected for the fast moving consumer goods (FMCG). The results showed that perceived ethical value have positive impact on trust, perceived ethical value and trust have positive impact on brand loyalty. Personality is not moderated the relationship between perceived ethical value and trust to brand loyalty.

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Acknowledgments

The authors wish to thank the anonymous referees for their helpful and constructive comments and suggestions. The work is supported by the National Natural Science Foundation of China (Grant No. 71301109), the Western and Frontier Region Project of Humanity and Social Sciences Research, Ministry of Education of China (Grant No. 13XJC630018), the Philosophy and Social Sciences Planning Project of Sichuan province (Grant No. SC12BJ05), and the Initial Funding for Young Teachers of Sichuan University (Grant No. 2013SCU11014).

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Authors and Affiliations

  1. Uncertainty Decision-Making Laboratory, Sichuan University, Chengdu, 610064, People’s Republic of China

    Muhammad Kashif Javed, Muhammad Nazam, Jamil Ahmad & Abid Hussain Nadeem

Authors
  1. Muhammad Kashif Javed
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  2. Muhammad Nazam
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  3. Jamil Ahmad
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  4. Abid Hussain Nadeem
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Corresponding author

Correspondence to Muhammad Kashif Javed .

Editor information

Editors and Affiliations

  1. Business School, Sichuan University, Chengdu, China

    Jiuping Xu

  2. Depart de Enge Mecânica e Industrial, Faculdade de Ciências e Tecnologia - Universidade Nova de Lisboa (FCT/UNL), Caparica, Portugal

    Virgílio António Cruz-Machado

  3. LeBow College of Business Department of Decision Sciences, Drexel University, Philadelphia, Pennsylvania, USA

    Benjamin Lev

  4. Institute of Operations Research, Karlsruhe Institute ofTechnology (KIT), Karlsruhe, Germany

    Stefan Nickel

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Javed, M.K., Nazam, M., Ahmad, J., Nadeem, A.H. (2014). The Impact of Consumer Perceived Ethical Value on Trust and Brand Loyalty: Personality as Moderation Variable. In: Xu, J., Cruz-Machado, V., Lev, B., Nickel, S. (eds) Proceedings of the Eighth International Conference on Management Science and Engineering Management. Advances in Intelligent Systems and Computing, vol 281. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-55122-2_137

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  • DOI: https://doi.org/10.1007/978-3-642-55122-2_137

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  • Publisher Name: Springer, Berlin, Heidelberg

  • Print ISBN: 978-3-642-55121-5

  • Online ISBN: 978-3-642-55122-2

  • eBook Packages: EngineeringEngineering (R0)

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