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Role of customer perceived brand ethicality in inducing engagement in online brand communities

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  • Kumar, Vikas
  • Kaushal, Vikrant
  • Shashi,

Abstract

In recent times, ethical consumerism has motivated firms to behave ethically to garner various benefits for their brands. More specifically, firms have become more conscious of consumers' perceptions of brand ethicality. Thus, recent research on this topic attempts to explore the factors that can lead to the formation of perceptions of brand ethicality and its favorable outcomes for the brand. This research contributes to the existing literature on brand ethicality by examining the role of perceived brand marketing communications in engendering perceptions of brand ethicality among consumers. Further, this research explores online brand community engagement as the outcome of perceived brand ethicality. The study's results based on the analysis of 397 responses exhibit that various elements of brand communications tend to generate favorable perceptions of brand ethicality. Such perceptions of the brand ethicality further induce an inclination towards engaging with online communities of such brands. The study offers specific implications for academicians and practitioners.

Suggested Citation

  • Kumar, Vikas & Kaushal, Vikrant & Shashi,, 2023. "Role of customer perceived brand ethicality in inducing engagement in online brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    • Handle: RePEc:eee:joreco:v:71:y:2023:i:c:s0969698922002776
    DOI: 10.1016/j.jretconser.2022.103184
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    4. Huang, Miaojia & Geng, Shuang & Yang, Wen & Law, Kris M.Y. & He, Yuqin, 2024. "Going beyond the role: How employees' perception of corporate social responsibility fuels proactive customer service performance," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    5. Varsha Singh & Sakshi Kathuria & Deepika Puri & Bharat Kapoor, 2023. "Corporate social responsibility and behavioral intentions: A mediating mechanism of Brand Recognition," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(4), pages 1698-1711, July.

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