Role of customer perceived brand ethicality in inducing engagement in online brand communities |
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| Affiliation: | 1. Marketing Management, Indian Institute of Management, Sirmaur, Paonta Sahib, Himachal Pradesh, India;2. Tourism Management, Indian Institute of Management, Sirmaur, Sirmaur, Himachal Pradesh, India;1. Department of Mathematics, Swami Vivekanand Subharti University, Meerut, India;2. Department of Industrial Engineering, Yonsei University, 50 Yonsei-ro, Sinchon-dong, Seodaemun-gu, Seoul 03722, South Korea;3. Center for Transdisciplinary Research (CFTR), Saveetha Dental College, Saveetha Institute of Medical and Technical Sciences, Saveetha University, 162, Poonamallee High Road, Velappanchavadi, Chennai, Tamil Nadu 600077, India;1. Department of Active Aging Industry, CHA University, South Korea;2. School of AI Healthcare, CHA University, South Korea;1. Kobe University, Graduate School of Business Administration, 2-1, Rokkodai-cho, Nada-ku, Kobe, 657-8501, Japan;2. Hokkaido University, Faculty of Economics and Business Division of Modern Economics and Management, Kita9-Nishi7, Kita-ku, Sapporo, 060-0809, Japan |
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| Abstract: | In recent times, ethical consumerism has motivated firms to behave ethically to garner various benefits for their brands. More specifically, firms have become more conscious of consumers' perceptions of brand ethicality. Thus, recent research on this topic attempts to explore the factors that can lead to the formation of perceptions of brand ethicality and its favorable outcomes for the brand. This research contributes to the existing literature on brand ethicality by examining the role of perceived brand marketing communications in engendering perceptions of brand ethicality among consumers. Further, this research explores online brand community engagement as the outcome of perceived brand ethicality. The study's results based on the analysis of 397 responses exhibit that various elements of brand communications tend to generate favorable perceptions of brand ethicality. Such perceptions of the brand ethicality further induce an inclination towards engaging with online communities of such brands. The study offers specific implications for academicians and practitioners. |
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| Keywords: | Brand marketing communications Brand ethicality Online brand community engagement Online brand communities |
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