Essays on consumer perceived ethicality (CPE) of companies and brands

Katja Brunk

ULB Institutional Repository from ULB -- Universite Libre de Bruxelles

Abstract: Following the call for further research on the consumer perspective of corporate ethics, this research sets out to explore and conceptualize the construct of ‘Consumer Perceived Ethicality’ (CPE), referring to consumers’ aggregate and valenced perceptions of a subject’s(i.e. a company, brand, product, or service) ethicality. Results present novel insights into how positive/negative CPE is formed and impacted by various kinds of corporate conduct, thereby offering some explanations as to why some companies benefit from positive while others suffer from negative moral equity.

Keywords: Business ethics; Social responsibility of business; Consumption (Economics) -- Moral and ethical aspects; Morale des affaires; Entreprises -- Responsabilité sociale; Consommation (Economie politique) -- Aspect moral; impression formation; qualitative research; brand perception; corporate ethics; ethical consumption; corporate social responsibility (search for similar items in EconPapers)
Date: 2010-09-24
Note: Degree: Doctorat en Sciences économiques et de gestion
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