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  1. Does Fair Trade Breed Contempt? A Cross-Country Examination on the Moderating Role of Brand Familiarity and Consumer Expertise on Product Evaluation.Sofia Villas-Boas, Rita Coelho do Vale & Vera Herédia-Colaço - 2019 - Journal of Business Ethics 156 (3):737-758.
    This article is a within- and cross-country examination of the impact of fair trade certification on consumers’ evaluations and attitudes toward ethically certified products. Across three experimental studies, the authors analyze how different levels of brand familiarity and fair trade expertise impact consumer decisions. The authors study this phenomenon across markets with different social orientation cultures to analyze potential dissimilarities in the way consumers evaluate and behave toward ethically certified products. Findings suggest that fair trade certifications enhance product valuations. However, (...)
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  • An Ethical Perspective on Necro-Advertising: The Moderating Effect of Brand Equity.Benjamin Boeuf & Jessica Darveau - 2019 - Journal of Business Ethics 155 (4):1077-1099.
    Necro-advertising refers to the use of deceased celebrities in advertising. This practice offers unique advantages to brands that seek to benefit from positive associations with timeless celebrities at a more affordable cost than celebrity endorsement. Nevertheless, how consumers actually respond to the use of deceased celebrities in advertising remains under-theorized. This research is the first to empirically examine consumers’ ethical judgments about necro-advertising practices. In particular, drawing from the signaling theory, it demonstrates the impact of consumer inferences about the existence (...)
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  • 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.Stefan Markovic, Oriol Iglesias, Jatinder Jit Singh & Vicenta Sierra - 2018 - Journal of Business Ethics 148 (4):721-740.
    In the past few decades, a growth in ethical consumerism has led brands to increasingly develop conscientiousness and depict ethical image at a corporate level. However, most of the research studying business ethics in the field of corporate brand management is either conceptual or has been empirically conducted in relation to goods/products contexts. This is surprising because corporate brands are more relevant in services contexts, because of the distinct nature of services and the key role that employees have in the (...)
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  • Pro-Environmental Behavior and Socio-Demographic Factors in an Emerging Market.Jayesh Patel, Ashwin Modi & Justin Paul - 2017 - Asian Journal of Business Ethics 6 (2):189-214.
    We examine the role of socio-demographic factors on consumers’ pro-environmental behavior –a subset of ethical behavior and analyze its implications in an emerging market, with a sample study from India. Multivariate analysis of variance was performed as research method. Results show that males display higher PEB than their female counterparts. Married consumers score more on PEB than single. Mid-age consumers also score high on PEB than young and old-age consumers. Furthermore, highly educated consumers are more pro-environmentalist than graduates and post-graduates. (...)
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  • Co-Creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty.Oriol Iglesias, Stefan Markovic, Mehdi Bagherzadeh & Jatinder Jit Singh - forthcoming - Journal of Business Ethics:1-16.
    In an ever more transparent, digitalized, and connected environment, customers are increasingly pressuring brands to embrace genuine corporate social responsibility practices and co-creation activities. While both CSR and co-creation are social and collaborative processes, there is still little research examining whether CSR can boost co-creation. In addition, while previous research has mainly related co-creation to emotional outcomes, limited empirical research has related it to rational and behavioral outcomes. To address these shortcomings in the literature, this paper examines the influence of (...)
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  • Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits.Oriol Iglesias, Stefan Markovic, Jatinder Jit Singh & Vicenta Sierra - 2019 - Journal of Business Ethics 154 (2):441-459.
    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, and the fact that services settings comprise a greater (...)
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