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The Effect of Perceived Business Ethics on Brand Personality Dimensions & Creation of Brand Equity in Developing Countries

Author

Listed:
  • Mohammad Reza Hamidizadeh
  • Mohammad Reza Karimi Alavije
  • Morteza Rezaee

Abstract

Due to multi-dimension viewpoints, since decision-making and purchase process are emerging based on the human spirit or internal value of customers, this research seeks to introduce and analyze a model in this regard. In this research, the effects model of ethicality on brand personality dimensions and creation of brand equity were studied, aiming on raising awareness and highlighting the role of ethical values in branding. The population includes all the customers within Iranian chain stores (as a developing country). The results show that "perceived business ethicality" has a positive effect on responsibility, activity and emotionality. Moreover, responsibility and activity have a positive effect on "overall brand equity". According to total effect, "responsibility" and "perceived business ethicality" have the highest effect on brand equity.

Suggested Citation

  • Mohammad Reza Hamidizadeh & Mohammad Reza Karimi Alavije & Morteza Rezaee, 2014. "The Effect of Perceived Business Ethics on Brand Personality Dimensions & Creation of Brand Equity in Developing Countries," Central European Business Review, Prague University of Economics and Business, vol. 2014(3), pages 46-53.
    • Handle: RePEc:prg:jnlcbr:v:2014:y:2014:i:3:id:93:p:46-53
    DOI: 10.18267/j.cebr.93
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    References listed on IDEAS

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    1. Valette-Florence, Pierre & Guizani, Haythem & Merunka, Dwight, 2011. "The impact of brand personality and sales promotions on brand equity," Journal of Business Research, Elsevier, vol. 64(1), pages 24-28, January.
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    4. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    5. Pierre Valette-Florence & H. Guizani & Dwight Merunka, 2011. "The impact of brand personality and sales promotions on brand equity," Post-Print halshs-00786047, HAL.
    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.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Perceived business ethicality (PBE); brand personality dimensions; overall brand equity; partial least squares structural equation modeling (PLS-SEM); chain stories;
    All these keywords.

    JEL classification:

    • D22 - Microeconomics - - Production and Organizations - - - Firm Behavior: Empirical Analysis
    • D63 - Microeconomics - - Welfare Economics - - - Equity, Justice, Inequality, and Other Normative Criteria and Measurement
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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