Un/ethical Company and Brand Perceptions: Conceptualising and Operationalising Consumer Meanings [Book Review]

Journal of Business Ethics 111 (4):551-565 (2012)

Abstract
Based on three empirical studies, this research sets out to conceptualise and subsequently operationalise the construct of consumer perceived ethicality (CPE) of a company or brand. Study 1 investigates consumer meanings of the term ethical and reveals that, contrary to philosophical scholars' exclusively consequentialist or nonconsequentialist positions, consumers' ethical judgments are a function of both these evaluation principles, illustrating that not any one scholarly definition of ethics alone is capable of capturing the content domain. The resulting conceptualisation identifies six key themes explicating the construct. Building upon these findings, studies 2 and 3 were conducted to operationalise CPE. Such operationalisation is an essential prerequisite for future explorations and theory development given the absence of a suitable tool to capture and quantify the strength and direction of CPE. The key focus was on developing a valid and reliable multi-item measurement tool that is practical, parsimonious and easy to administer. The scale's general applicability allows deployment in academic and business contexts as well as different research areas and doing thus facilitates the much-needed theory building in this new research area
Keywords Corporate ethics  Consumer meanings  Corporate social responsibility (CSR)  Consumer perceived ethicality (CPE)  Brand perceptions  Construct conceptualisation  Scale development
Categories (categorize this paper)
ISBN(s)
DOI 10.1007/s10551-012-1339-x
Options
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

Our Archive


Upload a copy of this paper     Check publisher's policy     Papers currently archived: 48,987
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

Ethics.William K. Frankena - 1963 - Englewood Cliffs, N.J., Prentice-Hall.

View all 15 references / Add more references

Citations of this work BETA

View all 18 citations / Add more citations

Similar books and articles

Analytics

Added to PP index
2012-06-09

Total views
48 ( #190,664 of 2,310,349 )

Recent downloads (6 months)
2 ( #520,498 of 2,310,349 )

How can I increase my downloads?

Downloads

My notes

Sign in to use this feature