Skip to main content
Log in

Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits

  • Original Paper
  • Published:
Journal of Business Ethics Aims and scope Submit manuscript

Abstract

In order to be competitive in an era of ethical consumerism, brands are facing an ever-increasing pressure to integrate ethical values into their identities and to display their ethical commitment at a corporate level. Nevertheless, studies that relate business ethics to corporate brands are either theoretical or have predominantly been developed empirically in goods contexts. This is surprising, because corporate brands are more relevant in services settings, given the nature of services (i.e., intangible, heterogeneous, inseparable and perishable), and the fact that services settings comprise a greater number of customer–brand interactions and touch points than goods contexts. Accordingly, the purpose of this article is to empirically examine the effects of customer perceived ethicality of corporate brands that operate in the services sector. Based on data collected for eight service categories using a panel of 2179 customers, the hypothesized structural model is tested using path analysis. The generalizability theory is applied to test for measurement equivalence between these categories. The results of the hypothesized model show that, in addition to a direct impact, customer perceived ethicality has a positive and indirect impact on brand equity, through the mediators of recognition benefits and brand image. Moreover, brand heritage negatively influences the impact of customer perceived ethicality on brand image. The main implication is that managers need to be aware of the need to reinforce brand image and recognition benefits, as this can facilitate the translation of customer perceived ethicality into brand equity.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1

Similar content being viewed by others

Abbreviations

AVE:

Average variance extracted

BE:

Brand equity

BH:

Brand heritage

BI:

Brand image

CER:

Corporate environmental responsibility

CFA:

Confirmatory factor analysis

CMV:

Common method variance

CPE:

Customer perceived ethicality

CR:

Composite reliability

CSR:

Corporate social responsibility

GC:

Generalizability coefficient

G-theory:

Generalizability theory

PLS:

Partial least squares

RB:

Recognition benefits

References

  • Aaker, D. A. (1996). Measuring brand equity across products and markets. California Management Review, 38(3), 102–120.

    Google Scholar 

  • Allen, R. S., Evans, W. R., & White, C. S. (2011). Affective organizational commitment and organizational citizenship behavior: Examining the relationship through the lens of equity sensitivity. Organization Management Journal, 8(4), 218–228.

    Google Scholar 

  • Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423.

    Google Scholar 

  • Anselmsson, J., Vestman Bondesson, N., & Johansson, U. (2014). Brand image and customers’ willingness to pay a price premium for food brands. Journal of Product & Brand Management, 23(2), 90–102.

    Google Scholar 

  • Aurier, P., & Séré de Lanauze, G. (2012). Impacts of perceived brand relationship orientation on attitudinal loyalty: An application to strong brands in the packaged goods sector. European Journal of Marketing, 46(11/12), 1602–1627.

    Google Scholar 

  • Balmer, J. M. T. (2001). The three virtues and seven deadly sins of corporate brand management. Journal of General Management, 27(1), 1–17.

    Google Scholar 

  • Balmer, J. M. T. (2011a). Corporate heritage brands and the precepts of corporate heritage brand management: Insights from the British Monarchy on the eve of the royal wedding of Prince William (April 2011) and Queen Elizabeth II’s Diamond Jubilee (1952–2012). Journal of Brand Management, 18(8), 517–544.

    Google Scholar 

  • Balmer, J. M. T. (2011b). Corporate heritage identities, corporate heritage brands and the multiple heritage identities of the British Monarchy. European Journal of Marketing, 45(9/10), 1380–1398.

    Google Scholar 

  • Balmer, J. M. T. (2013). Corporate heritage, corporate heritage marketing, and total corporate heritage communications: What are they? What of them? Corporate Communications: An International Journal, 18(3), 290–326.

    Google Scholar 

  • Baumgarth, C., & Schmidt, M. (2010). How strong is the business-to-business brand in the workforce? An empirically-tested model of ‘internal brand equity’ in a business-to-business setting. Industrial Marketing Management, 39(8), 1250–1260.

    Google Scholar 

  • Bendixen, M., & Abratt, R. (2007). Corporate identity, ethics and reputation in supplier–buyer relationships. Journal of Business Ethics, 76(1), 69–82.

    Google Scholar 

  • Berry, L. L. (1980). Services marketing is different. Business, 30(3), 24–29.

    Google Scholar 

  • Berry, L. L., Carbone, L. P., & Haeckel, S. H. (2002). Managing the total customer experience. MIT Sloan Management Review, 43(3), 85–89.

    Google Scholar 

  • Bharadwaj, S. G., Varadarajan, P. R., & Fahy, J. (1993). Sustainable competitive advantage in service industries: A conceptual model and research propositions. The Journal of Marketing, 57, 83–99.

    Google Scholar 

  • Blombäck, A., & Scandelius, C. (2013). Corporate heritage in CSR communication: A means to responsible brand image? Corporate Communications: An International Journal, 18(3), 362–382.

    Google Scholar 

  • Booms, B. H., & Bitner, M. J. (1981). Marketing strategies and organization structures for service firms. Marketing of Services, 25(3), 47–52.

    Google Scholar 

  • Bowden, J. L. H. (2011). Engaging the student as a customer: A relationship marketing approach. Marketing Education Review, 21(3), 211–228.

    Google Scholar 

  • Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty? Journal of Marketing, 73(3), 52–68.

    Google Scholar 

  • Brønn, P. S., & Vrioni, A. B. (2001). Corporate social responsibility and cause-related marketing: An overview. International Journal of Advertising, 20(2), 207–222.

    Google Scholar 

  • Brown, T. J., & Dacin, P. A. (1997). The company and the product: Corporate associations and consumer product responses. The Journal of Marketing, 61(1), 68–84.

    Google Scholar 

  • Brunk, K. H. (2010a). Exploring origins of ethical company/brand perceptions—A consumer perspective of corporate ethics. Journal of Business Research, 63(3), 255–262.

    Google Scholar 

  • Brunk, K. H. (2010b). Exploring origins of ethical company/brand perceptions—Reply to Shea and Cohn’s commentaries. Journal of Business Research, 63(12), 1364–1367.

    Google Scholar 

  • Brunk, K. H. (2012). Un/ethical company and brand perceptions: Conceptualising and operationalising consumer meanings. Journal of Business Ethics, 111(4), 551–565.

    Google Scholar 

  • Brunk, K. H., & Blümelhuber, C. (2011). One strike and you’re out: Qualitative insights into the formation of consumers’ ethical company or brand perceptions. Journal of Business Research, 64(2), 134–141.

    Google Scholar 

  • Brunk, K. H., & DeBoer, C. (2015). Ethical brand perception formation when information is inconsistent—An impression formation perspective. Advances in Consumer Research, 43, 319–323.

    Google Scholar 

  • Burmann, C., Jost-Benz, M., & Riley, N. (2009). Towards an identity-based brand equity model. Journal of Business Research, 62(3), 390–397.

    Google Scholar 

  • Burmann, C., & Zeplin, S. (2005). Building brand commitment: A behavioural approach to internal brand management. The Journal of Brand Management, 12(4), 279–300.

    Google Scholar 

  • Cai, L., & He, C. (2014). Corporate environmental responsibility and equity prices. Journal of Business Ethics, 125(4), 617–635.

    Google Scholar 

  • Cambra-Fierro, J., Hart, S., & Polo-Redondo, Y. (2008). Environmental respect: Ethics or simply business? A study in the small and medium enterprise (SME) context. Journal of Business Ethics, 82(3), 645–656.

    Google Scholar 

  • Carbone, L. P., & Haeckel, S. H. (1994). Engineering customer experiences. Marketing Management, 3(3), 9–19.

    Google Scholar 

  • Carrigan, M., & Attalla, A. (2001). The myth of the ethical consumer—Do ethics matter in purchase behaviour? Journal of Consumer Marketing, 18(7), 560–578.

    Google Scholar 

  • Čater, T., & Čater, B. (2010). Product and relationship quality influence on customer commitment and loyalty in B2B manufacturing relationships. Industrial Marketing Management, 39(8), 1321–1333.

    Google Scholar 

  • Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81–93.

    Google Scholar 

  • Chaudhuri, A., & Holbrook, M. B. (2002). Product-class effects on brand commitment and brand outcomes: The role of brand trust and brand affect. The Journal of Brand Management, 10(1), 33–58.

    Google Scholar 

  • Chin, W. W. (2010). How to write up and report PLS analyses. In V. Esposito Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial least squares: Concepts, methods and applications in marketing and related fields (pp. 655–690). Berlin: Springer.

    Google Scholar 

  • Cho, E., & Fiore, A. M. (2015). Conceptualization of a holistic brand image measure for fashion-related brands. Journal of Consumer Marketing, 32(4), 255–265.

    Google Scholar 

  • Chomvilailuk, R., & Butcher, K. (2014). Effects of quality and corporate social responsibility on loyalty. The Service Industries Journal, 34(11), 938–954.

    Google Scholar 

  • Christodoulides, G., De Chernatony, L., Furrer, O., Shiu, E., & Abimbola, T. (2006). Conceptualising and measuring the equity of online brands. Journal of Marketing Management, 22(7–8), 799–825.

    Google Scholar 

  • Cohen, J. (1988). Statistical power analysis for the behavioral sciences. Hillsdale, NJ: Lawrence Erlbaum.

    Google Scholar 

  • Cronbach, L. J., Gleser, G. C., Nanda, H., & Rajaratnam, N. (1972). The dependability of behavioral measurements: Theory of generalizability for scores and profiles. New York: Wiley.

    Google Scholar 

  • Crosby, L. A. (2009). Making the branded experience happen. Marketing Management, 18(4), 8–9.

    Google Scholar 

  • Dall’Olmo Riley, F., & de Chernatony, L. (2000). The service brand as relationships builder. British Journal of Management, 11(2), 137–150.

    Google Scholar 

  • Davcik, N. S., Da Silva, R. V., & Hair, J. F. (2015). Towards a unified theory of brand equity: Conceptualizations, taxonomy and avenues for future research. Journal of Product and Brand Management, 24(1), 3–17.

    Google Scholar 

  • Dawkins, J., & Lewis, S. (2003). CSR in stakeholder expectations: And their implication for company strategy. Journal of Business Ethics, 44(2–3), 185–193.

    Google Scholar 

  • Dobni, D., & Zinkhan, G. (1990). In search of brand image: A foundation analysis. Advances in Consumer Research, 7, 110–119.

    Google Scholar 

  • Dögl, C., & Holtbrügge, D. (2014). Corporate environmental responsibility, employer reputation and employee commitment: An empirical study in developed and emerging economies. The International Journal of Human Resource Management, 25(12), 1739–1762.

    Google Scholar 

  • Dwivedi, A., & Johnson, L. W. (2013). Trust–commitment as a mediator of the celebrity endorser–brand equity relationship in a service context. Australasian Marketing Journal, 21(1), 36–42.

    Google Scholar 

  • Efron, B. (1987). Better bootstrap confidence intervals. Journal of the American statistical Association, 82(397), 171–185.

    Google Scholar 

  • Eisingerich, A. B., Rubera, G., Seifert, M., & Bhardwaj, G. (2011). Doing good and doing better despite negative information? The role of corporate social responsibility in consumer resistance to negative information. Journal of Service Research, 14(1), 60–75.

    Google Scholar 

  • Esch, F. R., Langner, T., Schmitt, B. H., & Geus, P. (2006). Are brands forever? How brand knowledge and relationships affect current and future purchases. Journal of Product & Brand Management, 15(2), 98–105.

    Google Scholar 

  • Evanschitzky, H., Iyer, G. R., Plassmann, H., Niessing, J., & Meffert, H. (2006). The relative strength of affective commitment in securing loyalty in service relationships. Journal of Business Research, 59(12), 1207–1213.

    Google Scholar 

  • Falk, R. F., & Miller, N. B. (1992). A primer for soft modeling. Akron, OH: The University of Akron Press.

    Google Scholar 

  • Fan, Y. (2005). Ethical branding and corporate reputation. Corporate Communications: An International Journal, 10(4), 341–350.

    Google Scholar 

  • Farquhar, P. H. (1989). Managing brand equity. Marketing Research, 1(3), 24–33.

    Google Scholar 

  • Fatma, M., Rahman, Z., & Khan, I. (2015). Building company reputation and brand equity through CSR: The mediating role of trust. International Journal of Bank Marketing, 33(6), 840–856.

    Google Scholar 

  • Feldwick, P. (1996). Do we really need ‘brand equity’? Journal of Brand Management, 4(1), 9–28.

    Google Scholar 

  • Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research, 18(1), 39–50.

    Google Scholar 

  • Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research, 24(4), 343–373.

    Google Scholar 

  • García de los Salmones, M., Herrero Crespo, A., & Rodríguez del Bosque, I. (2005). Influence of corporate social responsibility on loyalty and valuation of services. Journal of Business Ethics, 61(4), 369–385.

    Google Scholar 

  • Gensler, S., Völckner, F., Egger, M., Fischbach, K., & Schoder, D. (2016). Listen to your customers: Insights into brand image using online consumer-generated product reviews. International Journal of Electronic Commerce, 20(1), 112–141.

    Google Scholar 

  • Gill, M. S., & Dawra, J. (2010). Evaluating Aaker’s sources of brand equity and the mediating role of brand image. Journal of Targeting, Measurement and Analysis for Marketing, 18(3), 189–198.

    Google Scholar 

  • Grönroos, C. (2006). Adopting a service logic for marketing. Marketing Theory, 6(3), 317–333.

    Google Scholar 

  • Gustafsson, C. (2005). Trust as an instance of asymmetrical reciprocity: An ethics perspective on corporate brand management. Business Ethics: A European Review, 14(2), 142–150.

    Google Scholar 

  • Guzman, F., & Davis, D. F. (2017). The impact of corporate social responsibility on brand equity: Consumer responses to two types of fit. Journal of Product and Brand Management. https://www.researchgate.net/publication/309202831.

  • Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2014). A primer on partial least squares structural equation modeling (PLS-SEM). Thousand Oaks, CA: Sage.

    Google Scholar 

  • Hakala, U., Lätti, S., & Sandberg, B. (2011). Operationalising brand heritage and cultural heritage. Journal of Product & Brand Management, 20(6), 447–456.

    Google Scholar 

  • Hayes, A. F. (2013). Introduction to mediation, moderation, and conditional process analysis. New York: The Guilford Press.

    Google Scholar 

  • He, Y., & Lai, K. K. (2014). The effect of corporate social responsibility on brand loyalty: The mediating role of brand image. Total Quality Management and Business Excellence, 25(3), 249–263.

    Google Scholar 

  • He, H., & Li, Y. (2011). CSR and service brand: The mediating effect of brand identification and moderating effect of service quality. Journal of Business Ethics, 100(4), 673–688.

    Google Scholar 

  • Heikkurinen, P. (2010). Image differentiation with corporate environmental responsibility. Corporate Social Responsibility and Environmental Management, 17(3), 142.

    Google Scholar 

  • Hillestad, T., Xie, C., & Haugland, S. A. (2010). Innovative corporate social responsibility: The founder’s role in creating a trustworthy corporate brand through “green innovation”. Journal of Product & Brand Management, 19(6), 440–451.

    Google Scholar 

  • Hooley, G. J., Greenley, G. E., Cadogan, J. W., & Fahy, J. (2005). The performance impact of marketing resources. Journal of Business Research, 58(1), 18–27.

    Google Scholar 

  • Hsieh, A. T., & Li, C. K. (2008). The moderating effect of brand image on public relations perception and customer loyalty. Marketing Intelligence & Planning, 26(1), 26–42.

    Google Scholar 

  • Hsu, K. T. (2012). The advertising effects of corporate social responsibility on corporate reputation and brand equity: Evidence from the life insurance industry in Taiwan. Journal of Business Ethics, 109(2), 189–201.

    Google Scholar 

  • Hudson, B. T. (2011). Brand heritage and the renaissance of Cunard. European Journal of Marketing, 45(9/10), 1538–1556.

    Google Scholar 

  • Hultén, B. (2011). Sensory marketing: The multi-sensory brand-experience concept. European Business Review, 23(3), 256–273.

    Google Scholar 

  • Hur, W. M., Kim, H., & Woo, J. (2014). How CSR leads to corporate brand equity: Mediating mechanisms of corporate brand credibility and reputation. Journal of Business Ethics, 125(1), 75–86.

    Google Scholar 

  • Hutchinson, D., Singh, J., Svensson, G., & Mysen, T. (2013). Towards a model of conscientious corporate brands: A Canadian study. Journal of Business and Industrial Marketing, 28(8), 687–695.

    Google Scholar 

  • Iglesias, O., & Ind, N. (2016). How to build a brand with a conscience. In N. Ind & S. Horlings (Eds.), Brands with a conscience. Amsterdam: Kogan Page.

    Google Scholar 

  • Iglesias, O., Ind, N., & Alfaro, M. (2013). The organic view of the brand: A brand value co-creation model. Journal of Brand Management, 20(8), 670–688.

    Google Scholar 

  • Iglesias, O., & Saleem, F. Z. (2015). How to support consumer-brand relationships: The role of corporate culture and human resource policies and practices. Marketing Intelligence & Planning, 33(2), 216–234.

    Google Scholar 

  • Iglesias, O., Singh, J. J., & Batista-Foguet, J. M. (2011). The role of brand experience and affective commitment in determining brand loyalty. Journal of Brand Management, 18(8), 570–582.

    Google Scholar 

  • Imrie, B. C. (2005). Beyond disconfirmation: The role of generosity and surprise. International Marketing Review, 22(3), 369–383.

    Google Scholar 

  • Ind, N. (1997). The corporate brand. Oxford: Macmillan.

    Google Scholar 

  • Ind, N. (2007). Living the brand: How to transform every member of your organization into a brand champion. London: Kogan Page.

    Google Scholar 

  • Kamakura, W. A., & Russell, G. J. (1993). Measuring brand value with scanner data. International Journal of Research in Marketing, 10(1), 9–22.

    Google Scholar 

  • Kang, S., & Hur, W. M. (2012). Investigating the antecedents of green brand equity: A sustainable development perspective. Corporate Social Responsibility and Environmental Management, 19(5), 306–316.

    Google Scholar 

  • Keh, H. T., & Pang, J. (2010). Customer reactions to service separation. Journal of Marketing, 74(2), 55–70.

    Google Scholar 

  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. The Journal of Marketing, 57(1), 1–22.

    Google Scholar 

  • Keller, K. L. (2001). Building customer-based brand equity: A blueprint for creating strong brands. Working Paper, Report No. 01-107, Cambridge, MA: Marketing Science Institute.

  • Khan, Z., Ferguson, D., & Pérez, A. (2015). Customer responses to CSR in the Pakistani banking industry. International Journal of Bank Marketing, 33(4), 471–493.

    Google Scholar 

  • Kim, K. H., Jeon, B. J., Jung, H. S., Lu, W., & Jones, J. (2012). Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image. Journal of Business Research, 65(11), 1612–1617.

    Google Scholar 

  • Lai, C. S., Chiu, C. J., Yang, C. F., & Pai, D. C. (2010). The effects of corporate social responsibility on brand performance: The mediating effect of industrial brand equity and corporate reputation. Journal of Business Ethics, 95(3), 457–469.

    Google Scholar 

  • Lane, V., & Jacobson, R. (1995). Stock market reactions to brand extension announcements: The effects of brand attitude and familiarity. Journal of Marketing, 59(1), 63–77.

    Google Scholar 

  • Lassar, W., Mittal, B., & Sharma, A. (1995). Measuring customer-based brand equity. Journal of Consumer Marketing, 12(4), 11–19.

    Google Scholar 

  • Lauritsen, B. D., & Perks, K. J. (2015). The influence of interactive, non-interactive, implicit and explicit CSR communication on young adults’ perception of UK supermarkets’ corporate brand image and reputation. Corporate Communications: An International Journal, 20(2), 178–195.

    Google Scholar 

  • Lee, K. H., Cin, B. C., & Lee, E. Y. (2016). Environmental responsibility and firm performance: The application of an environmental, social and governance model. Business Strategy and the Environment, 25, 40–53.

    Google Scholar 

  • Lehmann, D. R., Keller, K. L., & Farley, J. U. (2008). The structure of survey-based brand metrics. Journal of International Marketing, 16(4), 29–56.

    Google Scholar 

  • Lindell, M. K., & Whitney, D. J. (2001). Accounting for common method variance in cross-sectional designs. Journal of Applied Psychology, 86(1), 114–124.

    Google Scholar 

  • Loussaïef, L., Cacho-Elizondo, S., Pettersen, I. B., & Tobiassen, A. E. (2014). Do CSR actions in retailing really matter for young consumers? A study in France and Norway. Journal of Retailing and Consumer Services, 21(1), 9–17.

    Google Scholar 

  • Luchs, M. G., Naylor, R. W., Irwin, J. R., & Raghunathan, R. (2010). The sustainability liability: Potential negative effects of ethicality on product preference. Journal of Marketing, 74(5), 18–31.

    Google Scholar 

  • Luo, X., & Bhattacharya, C. B. (2006). Corporate social responsibility, customer satisfaction, and market value. Journal of Marketing, 70(4), 1–18.

    Google Scholar 

  • Malhotra, M. K., & Sharma, S. (2008). Measurement equivalence using generalizability theory: An examination of manufacturing flexibility dimensions. Decision Science, 39(4), 643–669.

    Google Scholar 

  • Malik, M. (2015). Value-enhancing capabilities of CSR: A brief review of contemporary literature. Journal of Business Ethics, 127, 419–438.

    Google Scholar 

  • Mandhachitara, R., & Poolthong, Y. (2011). A model of customer loyalty and corporate social responsibility. Journal of Services Marketing, 25(2), 122–133.

    Google Scholar 

  • Markovic, S., Iglesias, O., Singh, J. J., & Sierra, V. (2015). How does the perceived ethicality of corporate services brands influence loyalty and positive word-of-mouth? Analyzing the roles of empathy, affective commitment, and perceived quality. Journal of Business Ethics. doi:10.1007/s10551-015-2985-6.

    Article  Google Scholar 

  • Martin, G. S., & Brown, T. J. (1990). In search of brand equity: The conceptualization and measurement of the brand impression construct. Marketing Theory and Applications, 2(1), 431–438.

    Google Scholar 

  • Martinez, E., & De Chernatony, L. (2004). The effect of brand extension strategies upon brand image. Journal of Consumer Marketing, 21(1), 39–50.

    Google Scholar 

  • Martínez, P., & Rodríguez del Bosque, I. (2013). CSR and customer loyalty: The roles of trust, customer identification with the company and satisfaction. International Journal of Hospitality Management, 35, 89–99.

    Google Scholar 

  • Matthews, D. R., Son, J., & Watchravesringkan, K. (2014). An exploration of brand equity antecedents concerning brand loyalty: A cognitive, affective, and conative perspective. Journal of Business and Retail Management Research, 9(1), 26–39.

    Google Scholar 

  • Mattila, A. S. (1999). The role of culture in the service evaluation process. Journal of Service Research, 1(3), 250–261.

    Google Scholar 

  • Maxfield, S. (2008). Reconciling corporate citizenship and competitive strategy: Insights from economic theory. Journal of Business Ethics, 80(2), 367–377.

    Google Scholar 

  • Merz, M. A., He, Y., & Vargo, S. L. (2009). The evolving brand logic: A service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 328–344.

    Google Scholar 

  • Meyer, C., & Schwager, A. (2007). Understanding customer experience. Harvard Business Review, 85(2), 116–126.

    Google Scholar 

  • Morgan, N. A., Kaleka, A., & Gooner, R. A. (2007). Focal supplier opportunism in supermarket retailer category management. Journal of Operations Management, 25(2), 512–527.

    Google Scholar 

  • Morsing, M. (2006). Corporate moral branding: Limits to aligning employees. Corporate Communications, 11(2), 97–108.

    Google Scholar 

  • Na, W. B., Marshall, R., & Keller, K. L. (1999). Measuring brand power: Validating a model for optimizing brand equity. Journal of Product & Brand Management, 8(3), 170–184.

    Google Scholar 

  • Nowak, L., Thach, L., & Olsen, J. E. (2006). Wowing the millennials: Creating brand equity in the wine industry. Journal of Product & Brand Management, 15(5), 316–323.

    Google Scholar 

  • Ogba, I. E., & Tan, Z. (2009). Exploring the impact of brand image on customer loyalty and commitment in China. Journal of Technology Management in China, 4(2), 132–144.

    Google Scholar 

  • Park, H. J., & Rabolt, N. J. (2009). Cultural value, consumption value, and global brand image: A cross-national study. Psychology and Marketing, 26(8), 714–735.

    Google Scholar 

  • Park, C. S., & Srinivasan, V. (1994). A survey-based method for measuring and understanding brand equity and its extendibility. Journal of Marketing Research, 31(2), 271–288.

    Google Scholar 

  • Peng, D. X., & Lai, F. (2012). Using partial least squares in operations management research: A practical guideline and summary of past research. Journal of Operations Management, 30(6), 467–480.

    Google Scholar 

  • Plewa, C., Conduit, J., Quester, P. G., & Johnson, C. (2015). The impact of corporate volunteering on CSR image: A consumer perspective. Journal of Business Ethics, 127(3), 643–659.

    Google Scholar 

  • Poolthong, Y., & Mandhachitara, R. (2009). Customer expectations of CSR, perceived service quality and brand effect in Thai retail banking. International Journal of Bank Marketing, 27(6), 408–427.

    Google Scholar 

  • Popoli, P. (2011). Linking CSR strategy and brand image: Different approaches in local and global markets. Marketing Theory, 11(4), 419–433.

    Google Scholar 

  • Preacher, K. J., & Hayes, A. F. (2004). SPSS and SAS procedures for estimating indirect effects in simple mediation models. Behavior research methods, instruments, & computers, 36(4), 717–731.

    Google Scholar 

  • Rackham, N., & DeVincentis, J. (1998). Rethinking the sales force: Refining selling to create and capture customer value. New York: McGraw-Hill.

    Google Scholar 

  • Rangaswamy, A., Burke, R., & Olive, T. A. (1993). Brand equity and the extendibility of brand names. International Journal of Research in Marketing, 10(1), 61–75.

    Google Scholar 

  • Rentz, J. O. (1987). Generalizability theory: A comprehensive method for assessing and improving the dependability of marketing measures. Journal of Marketing Research, 24(1), 19–28.

    Google Scholar 

  • Reverte, C. (2012). The impact of better corporate social responsibility disclosure on the cost of equity capital. Corporate Social Responsibility and Environmental Management, 19(5), 253–272.

    Google Scholar 

  • Rindell, A. (2013). Time in corporate images: Introducing image heritage and image-in-use. Qualitative Market Research: An International Journal, 16(2), 197–213.

    Google Scholar 

  • Rindell, A., & Iglesias, O. (2014). Context and time in brand image constructions. Journal of Organizational Change Management, 27(5), 756–768.

    Google Scholar 

  • Rindell, A., Svensson, G., Mysen, T., Billström, A., & Wilén, K. (2011). Towards a conceptual foundation of ‘Conscientious Corporate Brands’. Journal of Brand Management, 18(9), 709–719.

    Google Scholar 

  • Schmitt, B. H. (2011). Experiential marketing: How to get customers to sense, feel, think, act, and relate to your company and brands. New York: Free Press.

    Google Scholar 

  • Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research, 38(2), 225–243.

    Google Scholar 

  • Shahryari Nia, A., Olfat, L., Esmaeili, A., Rostamzadeh, R., & Antuchevičienė, J. (2016). Using fuzzy Choquet Integral operator for supplier selection with environmental considerations. Journal of Business Economics and Management, 17(4), 503–526.

    Google Scholar 

  • Shaw, D., & Shiu, E. (2002). The role of ethical obligation and self-identity in ethical consumer choice. International Journal of Consumer Studies, 26(2), 109–116.

    Google Scholar 

  • Shugan, S. M. (2005). Brand loyalty programs: Are they shams? Marketing Science, 24(2), 185–193.

    Google Scholar 

  • Sierra, V., Iglesias, O., Markovic, S., & Singh, J. J. (2015). Does ethical image build equity in corporate services brands? The influence of customer perceived ethicality on affect, perceived quality, and equity. Journal of Business Ethics. doi:10.1007/s10551-015-2855-2.

    Article  Google Scholar 

  • Singh, J. J., Iglesias, O., & Batista-Foguet, J. M. (2012). Does having an ethical brand matter? The influence of consumer perceived ethicality on trust, affect and loyalty. Journal of Business Ethics, 111(4), 541–549.

    Google Scholar 

  • Smith, G., & French, A. (2011). Measuring the changes to leader brand associations during the 2010 election campaign. Journal of Marketing Management, 27(7–8), 718–735.

    Google Scholar 

  • Srivastava, R. K., Fahey, L., & Christensen, H. K. (2001). The resource-based view and marketing: The role of market-based assets in gaining competitive advantage. Journal of Management, 27(6), 777–802.

    Google Scholar 

  • Steenkamp, J. E. M., & Baumgartner, H. (1998). Assessing measurement invariance in cross-national consumer research. Journal of Consumer Research, 25(1), 78–90.

    Google Scholar 

  • Story, J., & Hess, J. (2010). Ethical brand management: Customer relationships and ethical duties. Journal of Product and Brand Management, 19(4), 240–249.

    Google Scholar 

  • Streukens, S., Wetzels, M., Daryanto, A., & De Ruyter, K. (2010). Analyzing factorial data using PLS. In V. Esposito Vinzi, W. W. Chin, J. Henseler, & H. Wang (Eds.), Handbook of partial least squares. Springer handbooks of computational statistics (pp. 567–587). Berlin: Springer.

    Google Scholar 

  • Swaen, V., & Chumpitaz, C. R. (2008). L’impact de la responsabilité sociétale de l’entreprise sur la confiance des consommateurs. Recherche et Applications en Marketing, 23(4), 7–35.

    Google Scholar 

  • Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91.

    Google Scholar 

  • Torres, A., Bijmolt, T. H., Tribó, J. A., & Verhoef, P. (2012). Generating global brand equity through corporate social responsibility to key stakeholders. International Journal of Research in Marketing, 29(1), 13–24.

    Google Scholar 

  • Urde, M., Greyser, S. A., & Balmer, J. M. (2007). Corporate brands with a heritage. Journal of Brand Management, 15(1), 4–19.

    Google Scholar 

  • Vanhamme, J., Lindgreen, A., Reast, J., & van Popering, N. (2012). To do well by doing good: Improving corporate image through cause-related marketing. Journal of Business Ethics, 109(3), 259–274.

    Google Scholar 

  • Veljković, D., & Petrović, D. (2011). The role of corporate image in the process of company takeovers. Megatrend Review, 8(1), 77–94.

    Google Scholar 

  • Wagner, T., Hennig-Thurau, T., & Rudolph, T. (2009). Does customer demotion jeopardize loyalty? Journal of Marketing, 73(3), 69–85.

    Google Scholar 

  • Wahba, H. (2008). Does the market value corporate environmental responsibility? An empirical examination. Corporate Social Responsibility and Environmental Management, 15(2), 89–99.

    Google Scholar 

  • Walsh, G., & Beatty, S. E. (2007). Customer-based corporate reputation of a service firm: Scale development and validation. Journal of the Academy of Marketing Science, 35(1), 127–143.

    Google Scholar 

  • Webster, F. E., & Keller, K. L. (2004). A roadmap for branding in industrial markets. Journal of Brand Management, 11(5), 388–402.

    Google Scholar 

  • Williams, J., & Aitken, R. (2011). The service-dominant logic of marketing and marketing ethics. Journal of Business Ethics, 102(3), 439–454.

    Google Scholar 

  • Yang, Y. C. (2012). High-involvement human resource practices, affective commitment, and organizational citizenship behaviors. The Service Industries Journal, 32(8), 1209–1227.

    Google Scholar 

  • Yasin, N. M., Noor, M. N., & Mohamad, O. (2012). Does image of country-of- origin matter to brand equity? Journal of Product and Brand Management, 16(1), 38–48.

    Google Scholar 

  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14.

    Google Scholar 

  • Yoo, B., Donthu, N., & Lee, S. (2000). An examination of selected marketing mix elements and brand equity. Journal of the Academy of Marketing Science, 28(2), 195–211.

    Google Scholar 

  • Zambardino, A., & Goodfellow, J. (2007). Being ‘affective’ in branding? Journal of Marketing Management, 23(1–2), 27–37.

    Google Scholar 

  • Zeithaml, V. A., Parasuraman, A., & Berry, L. L. (1985). Problems and strategies in services marketing. The Journal of Marketing, 49(2), 33–46.

    Google Scholar 

Download references

Author information

Authors and Affiliations

Authors

Corresponding author

Correspondence to Stefan Markovic.

Ethics declarations

Conflict of interest

The authors declare that they have no conflict of interest.

Ethical Approval

All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Helsinki Declaration and its later amendments or comparable ethical standards.

Informed Consent

Informed consent was obtained from all individual participants included in the study.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Iglesias, O., Markovic, S., Singh, J.J. et al. Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits. J Bus Ethics 154, 441–459 (2019). https://doi.org/10.1007/s10551-017-3455-0

Download citation

  • Received:

  • Accepted:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1007/s10551-017-3455-0

Keywords

Navigation