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Ethical Branding €“ Corporate Commitment Or Compliance With Contemporary Trends

Author

Listed:
  • Vladimir S. Zhechev

    (University of Economics-Varna)

  • Denitsa P. Zhecheva

    (Fantastic Services Ltd.)

Abstract

Plethora of scholars and practitioners have attempted to conceptualize and measure the effect(s) of ethical branding on the performance of businesses. Some authors have examined the mediating effects of ethical branding on brand reputation. Still others have put the “ethicality†of branding into critical discussion related to its current growing fashion state and the expected positive effects on customer perceptions. The paper aims at finding empirical and practical justifications to the contradictory topic of the root causes of engaging into ethical branding. It delves into brand ethics both in their theoretical components and in their practical implications (by reviewing case studies of different global businesses). The broader framework is that of finding the most effective ways companies can follow to manage their brands in a way moral and more responsible for the communities, and to handle with the environmental issues they are faced with. A special emphasis is put on practical propositions forutilizing ethics to reinforce brand equity.

Suggested Citation

  • 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.
    • Handle: RePEc:mmb:journl:articl_v4_6_19
    as

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    File URL: http://www.marketing-mba.ru/article/v4_19/Zhechev.pdf
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    References listed on IDEAS

    as
    1. Vicenta Sierra & Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh, 2017. "Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity," Journal of Business Ethics, Springer, vol. 144(3), pages 661-676, September.
    2. Hunt, Shelby D., 2019. "The ethics of branding, customer-brand relationships, brand-equity strategy, and branding as a societal institution," Journal of Business Research, Elsevier, vol. 95(C), pages 408-416.
    3. Syed Alwi, Sharifah Faridah & Muhammad Ali, Sulaiman & Nguyen, Bang, 2017. "The Importance of Ethics in Branding: Mediating Effects of Ethical Branding on Company Reputation and Brand Loyalty," Business Ethics Quarterly, Cambridge University Press, vol. 27(3), pages 393-422, July.
    4. Guido Palazzo & Kunal Basu, 2007. "The Ethical Backlash of Corporate Branding," Journal of Business Ethics, Springer, vol. 73(4), pages 333-346, July.
    5. Stuart M. Belle, 2017. "Knowledge Stewardship as an Ethos-Driven Approach to Business Ethics," Journal of Business Ethics, Springer, vol. 142(1), pages 83-91, April.
    6. Ferrell, O.C. & Harrison, Dana E. & Ferrell, Linda & Hair, Joe F., 2019. "Business ethics, corporate social responsibility, and brand attitudes: An exploratory study," Journal of Business Research, Elsevier, vol. 95(C), pages 491-501.
    7. 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.
    8. 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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    Keywords

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    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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