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Creating ethical brands: the role of brand name on consumer perceived ethicality

Author

Listed:
  • Richard R. Klink

    (Loyola University Maryland)

  • Lan Wu

    (California State University)

Abstract

A critical component of brand equity is consumer perceived ethicality (CPE) of the brand. Yet, little is known about how to create positive brand CPE. We offer that the starting point for creating brand CPE is with the brand-naming decision. Drawing on sound symbolism theory, we propose that certain brand name characteristics better convey ethicality. Two studies are conducted. Study 1 finds that higher frequency sounds in brand names better convey ethicality than lower frequency sounds. Study 2 finds that brand names can positively impact brand CPE in the presence of additional information, in particular, information that reflects negatively on the brand’s ethical behavior. These results suggest that marketers be more involved at the onset of creating an ethical brand image.

Suggested Citation

  • Richard R. Klink & Lan Wu, 2017. "Creating ethical brands: the role of brand name on consumer perceived ethicality," Marketing Letters, Springer, vol. 28(3), pages 411-422, September.
  • Handle: RePEc:kap:mktlet:v:28:y:2017:i:3:d:10.1007_s11002-017-9424-7
    DOI: 10.1007/s11002-017-9424-7
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    References listed on IDEAS

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    1. Richard Klink & Gerard Athaide, 2012. "Creating brand personality with brand names," Marketing Letters, Springer, vol. 23(1), pages 109-117, March.
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    6. 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.
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    Cited by:

    1. Motoki, Kosuke & Park, Jaewoo & Pathak, Abhishek & Spence, Charles, 2022. "The connotative meanings of sound symbolism in brand names: A conceptual framework," Journal of Business Research, Elsevier, vol. 150(C), pages 365-373.

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