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

Imran Khan () and Mobin Fatma
Additional contact information
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

Sustainability, 2023, vol. 15, issue 3, 1-10

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.

Keywords: consumer-perceived ethicality; brand identification; brand image; brand commitment; CPE; banks (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (3)

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/3/2291/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/3/2291/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:3:p:2291-:d:1047505

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().