Business ethics, corporate social responsibility, and brand attitudes: An exploratory study
Dana E. Harrison,
Linda Ferrell and
Joe F. Hair
Journal of Business Research, 2019, vol. 95, issue C, 491-501
It is important to understand the relative importance of business ethics and social responsibility in determining brand attitudes. However, there has been a failure in prior research to differentiate between attitudes toward business ethics and CSR. This research reviews customer-brand research related to business ethics and social responsibility and conducts a study to evaluate customer attitudes. Four scenarios offer variations in company behaviors related to positive and negative conduct of customer social responsibility and business ethics. Study findings from a panel of 351 respondents provide new insights related to a customer's expectations and perceptions of company CSR and business ethics behavior. We conclude that although CSR attitudes remain important, customers value business ethics as a critical behavior in their perceptions of brand attitudes.
Keywords: Brand attitude; Expectations of customer social responsibility; Expectations of business ethics (search for similar items in EconPapers)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:95:y:2019:i:c:p:491-501
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