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Ethical dimension of customer-based brand equity

Author

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  • Biplab Datta
  • Srabanti Mukherjee

Abstract

Several authors have conceptualised customer-based brand equity (CBBE) to include few dimensions including brand awareness, etc., and a lot of studies have been undertaken in this regard. However, few studies have considered the effect of ethical dimension of brand to have an impact on CBBE. This paper argues that brand ethics impacts brand equity and presents a model which includes this dimension as a measure of CBBE. A conceptual model has been developed and tested with data using structural equations modelling (SEM) technique. The results indicate that brand ethics could be a dimension of CBBE along with other established dimensions of brand equity. Based on a small sample, this paper is an early work to add to brand theory.

Suggested Citation

  • Biplab Datta & Srabanti Mukherjee, 2017. "Ethical dimension of customer-based brand equity," International Journal of Business Excellence, Inderscience Enterprises Ltd, vol. 13(1), pages 91-111.
    • Handle: RePEc:ids:ijbexc:v:13:y:2017:i:1:p:91-111
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    Cited by:

    1. Vladimir S. Zhechev & Denitsa P. Zhecheva, 2019. "Ethical Branding €“ Corporate Commitment Or Compliance With Contemporary Trends," Annals of marketing-mba, Department of Marketing, Marketing MBA (RSconsult), vol. 4, December.

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