IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v63y2010i12p1267-1268.html
   My bibliography  Save this article

Commentary essay on "exploring origins of ethical company/brand perceptions -- A consumer perspective of corporate ethics"

Author

Listed:
  • Cohn, Deborah Y.

Abstract

Brunk (2010) investigates consumer's perceptions of corporate ethics. The topic of the manuscript is an important one and congratulations to Brunk is due on a job well done. Particularly, a great job is done of delineating a comprehensive set of issues that may evoke un/ethical perceptions of corporations. Brunk (2010) set out to answer this question, "What are the business practices and transactions that are judged to be right or wrong and act as sources of un/favorable consumer perceived ethicality (CPE)?" Her research finds that consumers consider a variety of corporate ethical behaviors when making consumer decisions. This commentary essay develops some ideas for future research that can begin with the taxonomy for "Exploring Origins of Ethical Company/Brand Perceptions -- A Consumer Perspective of Corporate Ethics." A first thought when reading the article is to question how consumers know about ethical or unethical actions of corporations. Second, after reading this article, I began to envision a research stream that delineates CPE and consumer heuristics, as well as CPE and consumer neutralizations. Research can consider whether all ethical and unethical actions are equally treatable. Still further, once a company is perceived as unethical or having a shady past (e.g., connections to Nazis during WWII), what, if anything, can be done to change unfavorable CPE?

Suggested Citation

  • Cohn, Deborah Y., 2010. "Commentary essay on "exploring origins of ethical company/brand perceptions -- A consumer perspective of corporate ethics"," Journal of Business Research, Elsevier, vol. 63(12), pages 1267-1268, December.
  • Handle: RePEc:eee:jbrese:v:63:y:2010:i:12:p:1267-1268
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148-2963(09)00236-7
    Download Restriction: Full text for ScienceDirect subscribers only

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Katja Brunk, 2012. "Un/ethical Company and Brand Perceptions: Conceptualising and Operationalising Consumer Meanings," Journal of Business Ethics, Springer, vol. 111(4), pages 551-565, December.
    2. repec:eee:jbrese:v:95:y:2019:i:c:p:491-501 is not listed on IDEAS
    3. Jatinder Singh & Oriol Iglesias & Joan Batista-Foguet, 2012. "Does Having an Ethical Brand Matter? The Influence of Consumer Perceived Ethicality on Trust, Affect and Loyalty," Journal of Business Ethics, Springer, vol. 111(4), pages 541-549, December.
    4. Brunk, Katja H. & Bl├╝melhuber, Christian, 2011. "One strike and you're out: Qualitative insights into the formation of consumers' ethical company or brand perceptions," Journal of Business Research, Elsevier, vol. 64(2), pages 134-141, February.
    5. Brunk, Katja H., 2010. "Exploring origins of ethical company/brand perceptions: Reply to Shea and Cohn's commentaries," Journal of Business Research, Elsevier, vol. 63(12), pages 1364-1367, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:63:y:2010:i:12:p:1267-1268. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Dana Niculescu). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.