Journal of Business Ethics

, Volume 111, Issue 4, pp 541–549

Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty

  • Jatinder J. Singh
  • Oriol Iglesias
  • Joan Manel Batista-Foguet
Article

Abstract

The recent rise in ethical consumerism has seen increasing numbers of corporate brands project a socially responsible and ethical image. But does having a corporate brand that is perceived to be ethical have any influence on outcome variables of interest for its product brands? This study analyzes the relationship between perceived ethicality at a corporate level, and brand trust, brand affect and brand loyalty at a product level. A theoretical framework with hypothesized relationships is developed and tested in order to answer the research question. Data have been collected for 45 product categories in the fast moving consumer goods sector using a panel of 4,027 Spanish consumers. The proposed relationships are tested using structural equations modeling. The results suggest there is a positive relationship between perceived ethicality of a brand and both brand trust and brand affect. Brand affect also positively influences brand trust. Further, brand trust and brand affect both show a positive relation with brand loyalty. The managerial and academic implications of the results are discussed.

Keywords

Brand trust Perceived ethicality Brand loyalty Brand affection Ethical brands Structural equations modeling 

List of Abbreviations

CSR

Corporate social responsibility

CPE

Consumer perceived ethicality

Copyright information

© Springer Science+Business Media B.V. 2012

Authors and Affiliations

  • Jatinder J. Singh
    • 1
  • Oriol Iglesias
    • 1
  • Joan Manel Batista-Foguet
    • 1
  1. 1.ESADE-Universitat Ramon LlullBarcelonaSpain

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