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Understanding the Influence of CPE on Brand Image and Brand Commitment: The Mediating Role of Brand Identification

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  • Imran Khan

    (Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia)

  • Mobin Fatma

    (Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia)

Abstract

It has been recognized that there is a need for a new research area that concentrates on perceptions rather than reactions. The present study proposes a conceptual framework to incorporate consumer-perceived ethicality (CPE) and its influence on brand identification. Also, this research measure the mediating influence of brand identification on consumer brand image and brand commitment. A nonrandom sampling procedure was employed, yielding a total of 368 valid responses. This study’s findings suggest that CPE has a positive and significant direct impact on brand identification. The partial mediating impact of brand identification is observed in the path relationship from CPE to brand commitment. By examining the consequences of customer responses to CPE, businesses can develop better strategies that are desirable from both a normative and a business perspective. This study’s overall managerial implications include improving ethical practices since they have a significant impact on the consumer formation of brand commitment.

Suggested Citation

  • Imran Khan & Mobin Fatma, 2023. "Understanding the Influence of CPE on Brand Image and Brand Commitment: The Mediating Role of Brand Identification," Sustainability, MDPI, vol. 15(3), pages 1-10, January.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:3:p:2291-:d:1047505
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    References listed on IDEAS

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    1. Mobin Fatma & Imran Khan, 2023. "CSR Influence on Brand Loyalty in Banking: The Role of Brand Credibility and Brand Identification," Sustainability, MDPI, vol. 15(1), pages 1-13, January.
    2. Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh & Vicenta Sierra, 2019. "Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits," Journal of Business Ethics, Springer, vol. 154(2), pages 441-459, January.
    3. 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.
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    Cited by:

    1. Imran Khan & Mobin Fatma, 2023. "Does Perceived Sustainability Affect the Customer Responses toward the Brands? Role of Customer Engagement as a Mediator," Sustainability, MDPI, vol. 15(10), pages 1-13, May.
    2. Imran Khan & Mobin Fatma, 2023. "CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust," Sustainability, MDPI, vol. 15(4), pages 1-10, February.

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