A meta‐analysis exploring the relationship between perceived brand ethicality and consumer response

Recent research highlights the relationship between perceived brand ethicality (PBE), consumer purchase intention, and the consumer–brand relationship. Existing empirical studies offer mixed findings on whether these three relate positively, negatively, or not at all. Moreover, their relationships have not been the primary focus of existing meta‐analytic reviews. Therefore, we conducted a meta‐analysis to provide an empirical consensus to this debate by studying the magnitude of the association between PBE and consumer responses (purchase intention, brand trust, and brand loyalty). Moreover, we examined the moderating effects of self‐accountability and brand experience to expand our understanding of this relationship. After a thorough literature review from major databases and cross‐referencing of the relevant articles, we selected 31 peer‐reviewed articles for this meta‐analysis. The results reveal that consumer response to PBE positively influences attitude formation towards the brand and purchase intentions. Additionally, moderation analyses reveal the crucial roles of self‐accountability and brand experience in influencing the effects of PBE on consumer–brand relationships and purchase intention. Crucial theoretical and practical implications are discussed regarding these relationships, followed by limitations and future research directions.