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

Mohammad Reza Hamidizadeh, Mohammad Reza Karimi Alavije and Morteza Rezaee

Central European Business Review, 2014, vol. 2014, issue 3, 46-53

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.

Keywords: Perceived business ethicality (PBE); brand personality dimensions; overall brand equity; partial least squares structural equation modeling (PLS-SEM); chain stories (search for similar items in EconPapers)
JEL-codes: D22 D63 M31 (search for similar items in EconPapers)
Date: 2014
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DOI: 10.18267/j.cebr.93

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