The Effect of Consumer Perceived Ethicality of Firms on Consumer Brand Relationships

Informações

Código: EMA279
Divisão: EMA - Encontro de Marketing da ANPAD
Tema de Interesse: Tema 09 - Gestão de Produtos, Marcas, Comunicação e Preço

Autores

Renata de Sousa da Silva Tolentino (Prog de Mestr e Dout em Admin da FACE/FUMEC - Universidade FUMEC) Rsousa@fumec.br
Cid Goncalves Filho (Prog de Mestr e Dout em Admin da FACE/FUMEC - Universidade FUMEC) cid@fumec.br
Marcos Ferreira Santos (Faculdades Multivix) marcosfsantos@gmail.com

Resumo

The research stream on ethical business behavior evidences inherently controversial challenges within the Consumer-Brand Relationships (CBR) framework. This study aims to test an integrative CBR and Consumers’ Ethicality Perception model. The research is operationalized through a field experiment (survey) focusing on ethical and unethical stimuli effects on consumer brand relationships. Stimuli demonstrated direct and indirect impacts of the Consumer's Perceived Ethicality on several CBR constructs, showing that an unethical stimulus would cause immediate consequences on Trust reduction with detrimental implications on Brand Equity. The results suggest a broadening of the construct’s scope for consumption in countries with lower levels of firm’s ethical behavior such as in emerging economies. The main contribution of this paper is to consolidate a CBR integrative model and demonstrating how CBR development is affected by Consumer Perceived Ethicality.

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