Journal ArticleDOI
Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits
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TLDR
In this paper, the authors empirically examined the effects of customer perceived ethicality of corporate brands that operate in the services sector, based on data collected for eight service categories using a panel of 2179 customers, the hypothesized structural model is tested using path analysis.Abstract:
In order to be competitive in an era of ethical consumerism, brands are facing an ever-increasing pressure to integrate ethical values into their identities and to display their ethical commitment at a corporate level. Nevertheless, studies that relate business ethics to corporate brands are either theoretical or have predominantly been developed empirically in goods contexts. This is surprising, because corporate brands are more relevant in services settings, given the nature of services (i.e., intangible, heterogeneous, inseparable and perishable), and the fact that services settings comprise a greater number of customer–brand interactions and touch points than goods contexts. Accordingly, the purpose of this article is to empirically examine the effects of customer perceived ethicality of corporate brands that operate in the services sector. Based on data collected for eight service categories using a panel of 2179 customers, the hypothesized structural model is tested using path analysis. The generalizability theory is applied to test for measurement equivalence between these categories. The results of the hypothesized model show that, in addition to a direct impact, customer perceived ethicality has a positive and indirect impact on brand equity, through the mediators of recognition benefits and brand image. Moreover, brand heritage negatively influences the impact of customer perceived ethicality on brand image. The main implication is that managers need to be aware of the need to reinforce brand image and recognition benefits, as this can facilitate the translation of customer perceived ethicality into brand equity.read more
Citations
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Journal ArticleDOI
Clustering of Millennials by Brand Perceptions in Relation to Demographic Factors
TL;DR: Moreno et al. as discussed by the authors described Czech Millennials using demographic criteria in relation to their brand perception and classified them according to these pre-selected variables into groups by using a cluster analysis in such a way as to ensure the greatest similarity within the clusters and the greatest variation between clusters.
Journal ArticleDOI
Impact of Selected Socio-Demographic Characteristics on Branded Product Preference in Consumer Markets
TL;DR: In this paper, the authors identify the correlation between selected socio-demographic characteristics and preferences for branded products by Slovak consumers, using a mathematical and statistical modelling, and provide further recommendations for non-adopting current trends in attitudes and preferences towards brands on Slovak consumer markets, that are recognized as significant sales and marketing tools.
Journal ArticleDOI
Whether educational tourism can help destination marketing? An investigation of college students’ study tour experiences, destination associations and revisit intentions
Jing (Bill) Xu,Pamela S. Y. Ho +1 more
TL;DR: This paper showed that experiential learning can effectively advance students' education goals, but they have not attached importance to the perspective of destination marketing, and they did not consider the role of destination advertising.
Journal ArticleDOI
Percepções sobre marca de um Arranjo Produtivo Local (APL) em uma cidade Brasileira
TL;DR: In this article, the authors used Aaker's personality scale adapted to the Brazilian reality to understand the personality attributes of a brand project directed to the local productive arrangement (APL) of the automotive sector located in the municipality of Nova Iguacu in the state of Rio de Janeiro, Brazil.
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