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
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How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy
TL;DR: In this paper, the authors investigated the effect of sensory brand experience on brand equity in the banking industry, through customer satisfaction and customer affective commitment, and examined whether employee empathy moderates the impacts of sensory-brand experience on customer satisfaction.
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How does Breadth of External Stakeholder Co-creation Influence Innovation Performance?: Analyzing the Mediating Roles of Knowledge Sharing and Product Innovation
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Does brand experience translate into brand commitment?: A mediated-moderation model of brand passion and perceived brand ethicality
TL;DR: In this article, a conceptual framework was tested using structural equation modeling with responses from 273 apparel shoppers collected by using a structured questionnaire, and they found evidence of mediating-moderation effect in which the moderating power of perceived brand ethicality is eliminated in the presence of full mediator, brand passion.
Journal ArticleDOI
Corporate social responsibility (CSR) and customer loyalty in the hotel industry: A cross-country study
TL;DR: In this article, the authors examined the role of customer perceptions of CSR in improving customer loyalty by exploring its direct and mediated effects through service quality, customer satisfaction, corporate image and corporate reputation in a cross-country setting.
References
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Towards a conceptual foundation of ' Conscientious Corporate Brands '
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