A steady demand for green products from concerned consumers has led companies to introduce new product lines that match or exceed consumer environmental concerns. Nonetheless, not all the organizations were able to achieve significant returns on their investments in green products. These failures are generally attributed towards companies’ inability to overcome consumer scepticism towards the performance of functional and green attributes of their brands to generate a positive green image and green value in consumers mind. (...) Therefore, the question arises that does the success in promoting green brand image and value depend on consumer existing perceptions about the brand quality and credibility? This study analyzes the influence of brand perceive quality and credibility on consumer perceptions towards a brand green image, green value and green equity. A theoretical model with hypothesized relationships is developed and tested to answer these research questions. Data have been collected from the consumers of electrical and electronic goods. The hypothesized relationships were tested with the help of structural equation modeling procedure. The results suggest that brand perceived quality and its overall credibility does have a significant influence on generating a greener image, green perceive value and green brand equity. (shrink)

This article proposed four novel constructs – green brand image, green satisfaction, green trust, and green brand equity, and explored the positive relationships between green brand equity and its three drivers – green brand image, green satisfaction, and green trust. The object of this research study was information and electronics products in Taiwan. This research employed an empirical study by use of the questionnaire survey method. The (...) questionnaires were randomly mailed to consumers who had the experience of purchasing information and electronics products. The results showed that green brand image, green satisfaction, and green trust are positively related to green brand equity. Furthermore, the positive relationship between green brand image and green brand equity is partially mediated by green satisfaction and green trust. Hence, investing on resources to increase green brand image, green satisfaction, and green trust is helpful to enhance green brand equity. (shrink)

Business Ethics, the Environment &Responsibility, Volume 31, Issue 4, Page 904-922, October 2022.

The study examined the effect of celebrity attractiveness, celebrity trustworthiness, and celebrity cause fit on the attitude toward green cosmetics. This was followed by the effect of brand awareness, brand associations, brand loyalty, perceived quality, brand credibility on brand equity, including the impact of attitude toward green cosmetics and brand equity on the willingness to purchase green cosmetics among of young Chinese consumers. This study adopted a cross-sectional design and (...) collected quantitative data from 301 respondents using a structured questionnaire, which was distributed online using various social media platforms. It was found that celebrity attractiveness, celebrity trustworthiness, and celebrity cause-fit had a significant impact on the attitudes toward green cosmetic, while brand loyalty, perceived quality, and brand credibility substantially affected brand equity. Moreover, the attitudes toward green cosmetics and brand equity had a strong impact on the willingness to purchase green cosmetics. To increase the sales for green cosmetics, the advertisements for it should have appeal, trustworthiness, and cause-fit celebrities to improve consumers’ attitudes and willingness to purchase green cosmetics. Finding of this study provide a guideline for green cosmetic manufacturers, to direct their resources to enhance brand loyalty, credibility, and perceived quality of the product they produce by highlighting the difference between conventional and green cosmetics. (shrink)

Although benefits of design perception have been documented from the perspective of consumers on a large scale, but the perspective of employees has been ignored. This study aims to investigate the impact of design elements on employee-brand-based equity under the mediating role of the green concept. For this purpose, data are collected from the employees of the manufacturing sector and 346 responses are used for an inferential purpose. These data were collected using the survey research method through (...) the convenience sampling technique. Data has been analyzed through Smart PLS by applying the structural equation modeling technique. After assessing the measurement and structural model, the results obtained indicate that design elements of products in the manufacturing industry can influence the perception of employees and it can foster positive behavior among employees in the shape of employee-brand-based equity. The mediating role of the green concept has also been proved. Limitations and future directions are also discussed. (shrink)

The main purpose of this study is to investigate the effect of after sales service, brand equity, environmental awareness, and product pricing towards consumer purchase intention of green home appliance. Data were collected from 150 Penang, Malaysia citizen who were age from 18 to 60 via convenient sampling method analysed using partial least square structure equation modelling. Results indicated that BE, EA, and PP has significant effect on CPI of green home appliance brand. However, ASS (...) do not have significant effect on CPI on green home appliance brand. This research helps home appliance manufacturer to better design marketing promotions, considering the consumers focus on BE, EA, and pricing. In addition, this study provides consumer insight for the government agency to construct better policy in order to increase the green home appliance penetration rate among citizens. (shrink)

Product-harm crises can trigger product recalls or product discards, which is very likely to cause secondary pollution to the environment. Also, these crises may harm customers’ health and threaten firms’ survival. To foster low-carbon economy and green development in such complex systems, this paper studies the internal mechanism of the product crisis and its impact on the firm value. It proposes a two-stage model to avoid the endogeneity of product-harm crises. In the first stage, this paper assesses the effect (...) of firms’ leverage on their capacity to produce higher quality products. In the second stage, this paper conducts the impact of these crises on stock prices. Then, it depicts the financial effects of product-harm crises over time, and analyzes the differences of such effects based on brand equity. Results show that book leverage can positively impact firms’ capacity to produce high-quality products. In addition, the market’s response to product-harm crises is significant at 1% level, and with the increase in severity, the market reaction is more prominent. Furthermore, its negative effect is persistent for a firm experiencing a severe crisis. Luckily, brand equity can mitigate this negative impact. These findings provide some ways to improve product performance and firm value in the green context. (shrink)

Brand Equity Planning with Structuralist Rhetorical Semiotics furnishes an innovative conceptual model and methodology for brand equity planning, with view to addressing a crucial gap in the marketing and semiotic literatures concerning how advertising multimodal textual elements may be transformed into brand associations, with an emphasis on rhetorical relata as modes of connectivity between a brand’s surface and depth grammar. The scope of this project is inter-disciplinary, spanning research areas such as brand (...) class='Hi'>equity, structuralist semiotics, textual semiotics, visual and film semiotics, multimodal rhetoric, film theory, psychoanalysis. The proposed connectionist conceptual model of the brand trajectory of signification is operationalized through a methodological framework that encompasses a structuralist semiotic interpretative approach to the textual formation of brand equity, supported by quantitative content analysis with the aid of the software Atlas.ti and the application of multivariate mapping techniques. (shrink)

An increasingly worrying trend is enterprises undertaking greenwashing rather than producing actual green products. When such greenwashing behaviours are exposed, green brand trust between enterprises and stakeholders may be damaged, resulting in stakeholders becoming suspicious of these supposedly green brands. Then, enterprises need to adopt several trust repair strategies to repair the damaged green brand trust. We investigated green brand trust repair from a green brand legitimacy perspective and found the (...) following: (1) higher green brand legitimacy suggests the use of considered informational, emotional and corrective repair strategies. (2) Meanwhile, lower green brand legitimacy requires the use of timely informational, emotional and corrective repair strategies. Using the correct set of repair strategies may provide practical and effective approaches for enterprises to repair their brand trust. (shrink)

This study investigates the persuasive advertising and informative advertising effects of CSR initiatives on corporate reputation and brand equity based on the evidence from the life insurance industry in Taiwan. The study finds, first, policyholders’ perceptions concerning the CSR initiatives of life insurance companies have positive effects on customer satisfaction, corporate reputation, and brand equity. Second, the advertising effects of the CSR initiatives on corporate reputation are only informative. Third, the impacts of CSR initiatives on (...) class='Hi'>brand equity include informative advertising and persuasive advertising effects. This study contributes the literature by explicit defining the advertising effects of CSR initiatives. Following the first step made by McWilliams et al. (Journal of Management Studies 43(1):1–18, 2006 ), the hypotheses of this study crystallize their conceptual framework. The obtained results in this research first identify the informative advertising effects and persuasive advertising effects of CSR initiatives. (shrink)

The aim of this paper is to outline a methodological framework for brand equity planning with structuralist rhetorical semiotics. By drawing on the connectionistconceptual model of the brand generative trajectory of signification it will be displayed in a stepwise fashion how a set of nuclear semes and classemes or anintended semic structure that underlies manifest discursive structures may be projected by its internal stakeholders with view to attaining differential brand associations. The suggested methodological framework focuses on (...) the strength and uniqueness of brand associations as integral aspects of a brand’s equity structure and comprises a set of calculi that aim at addressing from a brand textuality point of view how associations may be systematically linked to their key sources with an emphasis on the ad filmic text. The propounded methodology is exemplified by recourse to a corpus of ad filmic texts from the major brand players in the UK cereals market. The argumentative thrust is intent on demonstrating that structuralist rhetorical semiotics is not only useful for analysing/interpreting brand texts, but, moreover, for constructing and for managing them over time. This demonstration is deployed by adopting a synchronic/diachronic and intra--filmic/inter--filmic approach to the formation of brand associations that make up a projected brand equity structure, in the context of embedded product category dynamics. (shrink)

The purpose of this study is to investigate the relationships among corporate social responsibility (CSR), corporate brand credibility, corporate brand equity, and corporate reputation. Structural equation modeling analysis provided support for the hypotheses from a sample of 867 consumers in South Korea. The results showed that CSR has a direct positive effect on corporate brand credibility and corporate reputation. In addition, the results indicate that corporate brand credibility mediates the relationship between CSR and corporate reputation. (...) Moreover, corporate brand credibility mediates the relationship between CSR and corporate reputation. Finally, the relationship between CSR and corporate brand equity is sequentially and fully mediated by corporate brand credibility and corporate reputation. The theoretical and managerial implications of the results and limitations are discussed, and future research directions are suggested. (shrink)

This conceptual article applies the customer value (CV) concept in the context of green marketing aiming to provide insights on the factors that motivate and/or hinder the development of consumer–green brand relationships. The article draws upon existing literature on the streams of CV, relationship marketing and environmental behaviour and synthesises relevant findings to propose an integrated conceptual framework entailing all identified types of value and cost, psychographic characteristics, as well as dimensions of relationship quality (RQ) and loyalty. (...) Furthermore, it addresses existing questions on the links among constructs and proposes several relationships that may lead to a better understanding of consumer behaviour towards green brands. Through the here-proposed conceptual model, the article initiates the process of empirically examining the consumer adoption of and relationship development with green brands. The CV framework adopted here may provide practitioners with knowledge on the value and sacrifice factors, as well as the dimensions of RQ that are the most important in targeting green consumers and designing relationship marketing strategies. The article also fulfils an identified gap in the literature, as it is the first that brings together and applies research findings from CV and relationship marketing fields in the green marketing context and proposes an integrated approach to understanding consumer–green brands relationships. (shrink)

In this article, the researchers explore the following question. Can corporate social responsibility (CSR) and the corporate reputation of a firm lead to its brand equity in business-to-business (B2B) markets? This study discusses CSR from customers' viewpoints by taking the sample of industrial purchasers from Taiwan small-medium enterprises. The aims of this study are to investigate: first, the effects of CSR and corporate reputation on industrial brand equity; second, the effects of CSR, corporate reputation, and (...) class='Hi'>brand equity on brand performance; and third, the mediating effects of corporate reputation and industrial brand equity on the relationship between CSR and brand performance. Empirical results support the study's hypotheses and indicate that CSR and corporate reputation have positive effects on industrial brand equity and brand performance. In addition, corporate reputation and industrial brand equity partially mediate the relationship between CSR and brand performance. (shrink)

T. H. Green's Prolegomena to Ethics is a classic of modern philosophy. It begins with Green's idealist attack on empiricist metaphysics and epistemology and develops a perfectionist ethical theory that aims to bring together the best elements in the ancient and modern traditions, and that provides the moral foundations for Green's own distinctive brand of liberalism. David Brink's new edition will restore this great work to prominence, after two decades in which it has been hard to (...) obtain. The present edition uses the text of the fifth edition, accompanied by a new introductory essay, bibliographical essay, and index. Translations are provided for Green's quotations from other languages. Of particular importance is the editor's extended introductory essay, which situates the Prolegomena in its intellectual context, sympathetically but critically engages its main themes, and explains Green's enduring significance for the history of philosophy and contemporary ethical theory. Students and scholars of the history of ethics, ethical theory, political philosophy, and nineteenth century philosophy will find this new edition an invaluable resource. (shrink)

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 (...) 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. (shrink)

Using the assumptions of Sternberg Duplex Theory of Hate, the present study reveals the combined effects of similar competitor offer and narcissistic personality on brand equity through the underlying mechanism of brand hate. Specifically, we hypothesize that brand hate mediates the relationship between similar competitor offer and brand equity. Moreover, we propose that similar competitor offer and brand hate relationship are stronger for narcissistic individuals. By employing a multi-wave time-lagged research design, we collected (...) data from a sample of dairy product consumers in Pakistan. The findings of moderated-mediation regression analyses indicate that Brand hate mediates the relationship between similar competitor offer and brand equity; and Narcissistic personality moderates a similar competitor offer and brand hate relationship such that a high similar competitor offer led to greater brand hate when narcissism was high. Furthermore, conditional indirect effects reveal that brand hate mediates the relationship between similar competitor offer and brand equity only with individuals exhibiting narcissistic personality traits. The current study offers great insights to managers that by managing similar competitor offer, they can manage the development of brand hate, which can subsequently effect brand equity. Moreover, by profiling customers on the basis of their personalities, marketing managers can effectively invest only in customers with positive tendencies. The current study is unique in that it highlights new avenues in existing research by extending the nascent domain of brand hate in consumer–brand relationships. (shrink)

The challenging competitive situation in the market forces the organizations to recognize the crucial role of branding. Many studies focused on financial and customer perspectives and ignored the importance of employee-based brand building in the organization. Employee-based brand equity plays a vital role in increasing organizational performance. Hence, this study puts effort into brand-building and recognized many factors that develop employee-based brand equity for organizations. This study examines the role of internal knowledge dissemination and (...) employees-based brand equity through brand identification and emotional attachment. This study also assesses the direct relationship between internal knowledge dissemination and brand identification, internal knowledge dissemination and emotional attachment, brand identification and employee-based brand equity, and emotional attachment and employee-based brand equity. For this purpose, this study adopts a convenient sampling technique and questionnaire survey method and gathered data with 712 sample sizes from employees of various clothing brands in China. For empirical examination of the data, this study considers the partial least square structural equation modeling technique and analyzed data using the Smart PLS 3.3.3 software. The outcomes revealed that internal knowledge dissemination negatively influences employee-based brand equity. This study finds a positive direct association between internal knowledge dissemination and brand identification, internal knowledge dissemination and emotional attachment, brand identification and employee-based brand equity, and emotional attachment and employee-based brand equity. Moreover, this study finds that emotional attachment and brand identification positively mediate the relationship between internal knowledge dissemination and employee-based brand equity. The findings of this study provide an insight to the organizations that effective dissemination of the internal knowledge enhances employees’ brand identification and their emotional attachments. Consequently, these positive attributes of employees play a constructive role in creating employee-based brand equity. This study also has some valuable theoretical and practical implications. (shrink)

This study investigates the role of socially responsible management as a significant determining factor for employees’ morale engagement, employee vitality, and employee-based brand equity. Human resource management policies and strategies are important for addressing the interests of the employees and boosting the overall effectiveness of the organization. To examine this, this study analyzes the role of socially responsible management and organizational morality on EME with the mediation of EV. Also, the study examines the role of EME in EBBE. (...) To conduct this study, the data were obtained from 310 female employees working in software houses from home in China. The sampling technique used in the study is purposive sampling. A partial least square structural equation modeling technique is used to analyze the data of the study. The study found that socially responsible management has a positive effect on both EME and EV. The study also reveals that organizational morality has a positive impact on EME and consequently impacts the EBBE in a positive way. The results of the mediation analysis show that EV mediates the relationship between socially responsible management and EME. The study provides practical implications, explaining the strategies and policies that can be adopted by the HR department of the organization to boost employee interests. The study also provides some limitations and future recommendations, such as sample size, the context of the study, and adding new variables to the existing framework. (shrink)

Management research is allocating energies to seek ways to improve organizational performance. Branding has become a significant phenomenon that academicians and scholars have studied. Improving the brand’s overall equity requires strategies that the brand managers must implement. Based on Marx’s theory, the present study attempts to determine the role of product perceived value on customer-based brand equity, brand resonance and customer affective commitment, respectively. Moreover, this study also tries to determine the mediating roles of (...) brand resonance and customer affective commitment in the relationship between product perceived value and customer-based brand equity, respectively. For this purpose, the data were gathered from 310 customers of branding products in China. The present study applied partial least square structural equation modeling for empirical analyses using Smart PLS software. The present study’s findings acknowledge that product perceived value did not directly influence customer-based brand equity. However, results confirmed that product perceived value positively influences brand resonance and customer affective commitment. Furthermore, the outcomes of the present study also concluded that both brand resonance and affective commitment played a mediating role between product perceived value and customer-based brand equity, respectively. Theoretically, the study contributed to the literature by examining the influence of product perceived value on customer-based brand equity. The study also enriched the literature by providing key findings related to the mediating roles of brand resonance and customer affective commitment. Practically, the study is beneficial for the brands and they can enhance product perceived value by improving product design, effectively communicating product benefits, and executing effective promotional strategies. (shrink)

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 (...) of a legal agreement for using deceased celebrities’ images on brand ethicality. The results of two experimental studies show that a low-equity brand is more likely to be perceived as unethical when using necro-advertising since consumers have limited knowledge about these brands. Conversely, our findings confirm how a high level of equity prevents from the aforementioned adverse effects since these brands’ assets send a credible signal about their capability to get approval from a deceased celebrity’s estate for the use of its image. While deepening current knowledge on the perceived ethicality of necro-advertising practices, this research uncovers the moderating effect of equity on consumer inferences about brand ethicality. The results also suggest managerial caveats and guidelines for low-equity brands. In particular, while necro-advertising may have a negative impact on the perceived ethicality of low-equity brands, disclosing a statement about a contractual engagement with the deceased celebrity’s estate can mitigate this negative effect by providing an unequivocal signal that the brand is acting ethically. (shrink)

This study investigated the impact of value consonance on employee-based brand equity through the mediating role of teachers' self-efficacy and belongingness. For this purpose, a deductive approach was followed, and data were collected under a cross-sectional research design from academia through a questionnaire. Prior approval from the administration was sought before administrating the questionnaire on a large scale and a sample of 520 teachers was approached in the first phase. At this stage, 418 answered questionnaires were received, while (...) in the second wave, questions related to the teacher's self-efficacy and employee-based brand equity were asked from the respondents. Out of these 418 re-distributed questionnaires, 387 were received back and after discarding the partially filled and incomplete questionnaires, the useable sample size was left as 372. Data have been analyzed by using the structural equation modeling technique, which was assessed through measurement and structural model. Results indicate that value consonance can promote positive behaviors in the workplace. Moreover, teachers with high self-efficacy can develop based on brand equity. Similarly, employees with high-value consonance develop a sense of belongingness with their academic institutes. Limitations and future directions are also discussed. (shrink)

Although servant leadership may be equipped to provide a leadership model that addresses the issues of the modern workforce, little literature is available regarding the relationship between servant leadership and employee brand-based equity. This study contends to address this gap for which data have been collected from the service industry under a cross-sectional research design by distributing 410 questionnaires among the participants, out of which 337 were received back. After discarding the partially filled and incomplete responses, the useable (...) responses were 314. Data were analyzed via the Smart PLS approach by applying the structural equation modeling technique. Results indicate that servant leadership directly increased the employee-based brand equity by the mediating role of interpersonal trust. However, this study has not established the moderating role of an ethical work climate. (shrink)

Research partnerships between institutions in the Global North and institutions in the Global South have many potential benefits, including sharing of knowledge and resources. However, such partnerships are traditionally exploitative to varying degrees. In order to promote equity in South‐North research partnerships, it is necessary to learn from the experiences of researchers collaborating internationally. This study analyzed transcripts from eleven semi‐structured qualitative interviews with researchers working at Clínica de Familia La Romana, an institution in the Dominican Republic with decades (...) of experience with research and research partnerships with institutions from the Global North. The findings of this study suggest that respect for resources invested in research, as well as for the researchers and institutions themselves, are vital components to a successful global health research partnership. These findings have implications for individual research partnerships, as well as the policies of journals and institutions providing funding that affect these partnerships. (shrink)

Approximately three decades ago, philosophers actively turned their attention to the study of human action. Ryle, Austin and others led us to believe that solutions to problems about the relationship between mind and body, the free will issue, and the attribution of responsibility depended on a precise understanding of action. Since that time, an enormous amount of work has been produced on the nature of human action. But it seems to have emerged, contrary to expectations, that a thorough understanding of (...) action is not required for progress on these perennial philosophical problems: all that is needed is a modicum of knowledge. However, during this period, it also happened that human action became a topic of interest for its own sake. (shrink)

Business Ethics: A European Review, EarlyView.

This case examines BP company’s launch of a new global brand - under the banner of “Beyond Petroleum” and a new logo – a vibrant sunburst of green, while, and yellow – in 2000. The case also analyzes the series of environmental health and a safety problem BP suffered since the launch of the “Beyond Petroleum” campaign and explores what important lessons that can be drawn for companies that might be considering sustainability factors in their branding strategies.

Despite shifts in rhetoric and some positive movement, Americans with the disease of addiction are still often stigmatized, criminalized, and denied access to evidencebased care. Dramatically reducing the number of lives unnecessarily lost to overdose requires an evidence-based, equity-focused, well-funded, and coordinated response. We present in this brief article evidence-based and promising practices for improving and refocusing the response to this simmering public health crisis. Topics covered include improving clinical decision-making, improving access to non-judgmental evidence-based treatment, investing in comprehensive (...) public health approaches to problematic drug use, and changing the way law enforcement actors interact with people who use drugs. (shrink)

Stargazing Knight Errant, beware of the day When the Hottentots catch thee observing away! Be sure they will pluck thy eyes out of their sockets To prevent thee from stuffing the stars in thy pocketsIf Herschel should find a new star at the Cape, His perils no longer would pain us He will salt the star's tail to prevent its escape And call it ‘The Hottentot Venus’.Astronomy has long been recognized as a tool of empire. Its service to navigation and (...) geography have made it indispensable to European expansion. Britain in particular excelled at this brand of control; each day when the sun set on the British empire, its telescopes continued to enhance imperial power.While the above claims are no longer controversial, we have hardly begun to understand the extent to which imperialism subsequently changed the nature of the physical sciences. (shrink)

In the current socioeconomic environment, brands increasingly need to portray societal and ethical commitments at a corporate level, in order to remain competitive and improve their reputation. However, studies that relate business ethics to corporate brands are either purely conceptual or have been empirically conducted in relation to the field of products/goods. This is surprising because corporate brands are even more relevant in the services sector, due to the different nature of services, and the subsequent need to provide a consistent (...) high-quality customer experience across all the brand–customer interactions and touch-points. Thus, the purpose of this article is to study, at a corporate brand level and in the field of services, the effect of customer perceived ethicality of a brand on brand equity. The model is tested by structural equations, using data collected for eight service categories by means of a panel composed of 2179 customers. The test of measurement equivalence between these categories is conducted using generalizability theory. Confirmatory factor analysis marker technique is applied in order to check for common method variance. The results of the hypothesized model indicate that customer perceived ethicality has a positive, indirect impact on brand equity, through the mediators of brand affect and perceived quality. However, there is no empirical evidence for a direct effect of customer perceived ethicality on brand equity. (shrink)

The issue of taxation raises essential moral questions about justice and fairness. Although the issue is an ancient one, systematic ethical reflection about taxation can be traced to the last few centuries. The author discusses five key values that have been identified as bearing on tax policy: freedom, material well-being and employment, health and welfare, equity, and distributive justice. He presents these values and their various interpretations as a conceptual framework for approaching the concrete teachings on taxation of the (...) historical religious traditions surveyed in this Focus. (shrink)

Environmental sustainability is an increasingly important issue for many business and social actors. This has led many scholars to research the effects of this phenomenon from various points of view trying to understand whether green attitudes can influence consumer behaviours in sustaining consumer–brand relationships. Accordingly, this paper aims to explore the impact of green consumer values on consumer–brand relationships in driving intentional behaviour. The authors developed an empirical study based on a research framework with six latent (...) variables and 43 manifest variables using a partial least squares-structural equation (PLS-SEM). A survey was given to a sample of Italian consumers (n = 661) to explore mobility choices from a sustainability perspective (i.e. car and motorcycle users). The main findings show that green consumption values positively impact offline and online brand responses. Moreover, the research outcomes are discussed and evaluated in terms of theoretical, managerial and policy implications. Finally, we present the main limits and future research opportunities. (shrink)

This study aims to investigate the impact of justice perception of the employees on three dimensions of employee-based brand equity under the mediating role of psychological contract fulfillment. For this purpose, data have been collected from the employees of the education industry under the convenience sampling technique. In this regard, a survey method was used, and questionnaires were distributed among 420 respondents, out of which 310 questionnaires were received back, and after discarding 32 partially filled questionnaires, useable responses (...) were left. Data have been analyzed through structural equation modeling, and the partial least square -SEM approach has been used in this regard through the Smart PLS software. Measurement and structural models were assessed, and all the indicators of reliability and validity have been found to be fit. Path estimation indicates that perception of justice promotes brand endorsement and brand allegiance, while the relationship of perception of justice and brand-consistent behavior has not been found statistically significant. Moreover, it has also been found that perception of justice ensures employees that their psychological contract has been met. In addition, psychological contract fulfillment has found a mediating mechanism between the perception of justice and the three dimensions of EBBE. (shrink)

Teachers working in institutions like to affiliate themselves with their organizations taking into account their efficacy toward jobs along with encouraging students in studies. The main objective of the present study is to identify the teachers’ self-efficacy on collective self-efficacy, academic psychological capital, and students’ engagement which consequently affect brand-based equity. The population taken in this study is college students across China, deriving a sample size of 316. The sample has been selected on the basis of the convenience (...) sampling technique. Smart PLS 3.3.5 software has been used in the present study to analyze data for structural equation modeling. The findings of the study had shown that teachers’ self-efficacy does not have any impact on employee-based brand equity, however, significantly affects collective self-efficacy, academic psychological capital, and student engagement. Further, strong and moderate mediations have also been confirmed in the study for collective self-efficacy, academic psychological capital, student engagement between the relationships between teachers self-efficacy and brand based equity, however, collective self-efficacy and academic psychological capital could not find any mediating significance. The results have identified the significant role of teachers’ self-efficacy for collective self-efficacy, academic psychological capital, and student engagement. These empirical findings suggest policy implications for the retention of students in colleges across China. (shrink)

Social distance, as a non-static cognitive attribute of acceptance among particular groups across different contexts, has been resemioticized during the coronavirus crisis and legalized worldwide to reduce global strain on healthcare systems and prevent deaths. Concerning this, brand designers have tried to persuade the brand community to benefit from products or services safely by staying away from others as much as possible instead of in-person contact. This research was conducted to discover the semiosis process of social-distancing resemioticization through (...) creating values of brands during the post-coronavirus crisis. The corpus consists of 124 brands – all sampled purposely from 2019 to 2021 – which was investigated via a mixture of qualitative and quantitative methods using an integrated model in a functional perspective. All the results highlight the fact that, although brand designers have attempted to creatively resemioticize social-distancing during the coronavirus crisis as a means of increasing or enriching brand values, still some semiosis layers of brand discourse have been overlooked. Pertaining to this, the authors try to apply a new perspective of marketing semiotics to appraise consumer investments in light of a socio-cultural setting by conducting an inquiry about the semiosis of individual brand discourses to manage consumer perceptions regarding brand equity. (shrink)

This paper examines how industrial buyers’ attributions of their suppliers’ actions of corporate social responsibility are related to both the brand advocacy and brand equity. Using a sample of 173 questionnaires gathered in Taiwan, we find that CSR perceptions of industrial buyers are more strongly and positively related to brand advocacy and brand equity when industrial buyers interpret CSR activities of their suppliers as driven more by intrinsic motives and less by extrinsic motives. Furthermore, (...) brand advocacy mediates the interactive effects of CSR and CSR attribution on industrial brand equity. (shrink)

Business Ethics, the Environment & Responsibility, EarlyView.

Educational institutions need to respond to global competitive problems, and branding has become a method for higher education institutions to differentiate themselves. Thus, this study attempted to investigate predictors of employee brand-based equity. A cross-sectional research design has been used to record the perception of the teachers, and data are collected using a convenience sampling technique. Before administrating the study on large scale, a pilot testing was conducted, and reliability of the scale and their items was ensured. Pilot (...) testing results indicated a satisfactory reliability level, and constructs correlations were in the assumed directions, which allowed to conduct the study on a large scale. A sample size of 400 was set, and questionnaires were distributed among the participants, out of which, 376 were received back, while 351 were left at the end after discarding incomplete responses. The left over and completed questionnaires indicate 88% response rate. Data have been analyzed through the Smart PLS software by applying the structural equation modeling technique. After establishment of the measurement model through reliability and validity, the structural model was used to test study hypotheses. All the study hypotheses were found statistically significant on the basis of t and p statistics. Results indicate that teacher’s emotional intelligence enhances teachers’ self-efficacy, which further improves their brand-based equity. Similarly, emotional intelligence increases teacher’s performance, which also increases their brand-based equity. Limitations and future directions of the study are also reported. (shrink)

Studies have found that green practices can help organization create unique competitive advantages, such as enhancing the brand value. However, in the existing research, people did not know much about the exhibition audiences’ perceptions of green practices, or its impact on brand loyalty. This study explores the dimension of green practice perceptions of exhibition audiences, uses the trust-commitment theory to verify the relationship between green practice perceptions and exhibition brand loyalty. A total of (...) 665 valid questionnaires were collected in the two exhibitions. The results show that four of the five types of green practices perceived by the audience will significantly affect green trust and then brand loyalty through commitment. Two of the five types of green practice perception can directly affect brand loyalty. And green self-identity will significantly adjust the relationship between green trust and affective commitment. Finally, suggestions are proposed for academic and practical reference. (shrink)

The ontology of marketing, particularly the question of what products and brands are, is still largely unexplored. The ontological status of brands hinges on their relationship with products. Idealists about brands see perceptual or cognitive acts of consumers grouped under the heading ‘brand awareness’ or ‘brand image’ as constitutive for the existence of brands so that, in their view, tools of the marketing mix can influence relevant mental dispositions and attitudes. Brand realists, on the other hand, reject (...) the view of brands as mere marks or names and interpret them as emergent products with properties that afford branding in the sense of Gibson’s ecological psychology. Brand strength is a function of the degree to which brands occupy defensible niches in product space. Branding as a process involves changing external or internal boundaries of products. Several arguments are proposed in favor of brand realism. The fragments of an ontology of marketing are developed in a broadly Aristotelian framework. Brand realism has significant implications for a new understanding of issues ranging from the effects of advertising to financial brand valuation, the nature of trademarks, and marketing strategy in general. It permits one to treat brand equity as a real phenomenon not dependent on associations, attitudinal states such as brand loyalty, or spurious constructs such as brand character or personality. (shrink)

The act-pattern model of altruism is primarily a brand-equity model, which holds that being altruistic can be traded for social benefits. This is a variant of the “selfish” altruism that Rachlin decries, with altruism being dictated by cold calculations. Moreover, personal and social “self-control” may not be as similar as Rachlin suggests – although we have good (biological) reasons to sacrifice the interests of our current selves in favour of our future selves, we have no such reason to (...) sacrifice ourselves for our neighbours. When we do sacrifice ourselves – giving in to true altruism – we will be repaid with extinction. (shrink)

In the current social media environment, emotional branding communication has become a common marketing tool for brand owners, and therefore it has become particularly important and urgent to study it. Based on the perspective of brand equity theory, combined with the new characteristics of marketing communication in the social media environment, this paper constructed an emotional branding communication model in the social media environment. The system dynamics method was used to simulate and analyze the new product marketing (...) system to assess whether it could stir the emotional needs of the consumers and resonate within their hearts. This paper discusses the asymmetric communication of different brands regarding the same commodity to determine the impact of this exchange mechanism, that is, only the weak brands in the market initially adopt marketing methods, while the strong brands do not participate in social marketing activities. It was found that the influence of marketing frequency and marketing intensity on symmetric and asymmetric communications was different. In the face of different types of competitors, the marketing strategy of weak brands needs emphasis. Through unit consistency test, structure verification test, effectiveness, and rationality test, it was proven that the emotional branding communication model and new product sales interaction simulation model established in this paper were reasonable and effective. (shrink)

The growth of socially responsible investment (SRI) on public financial markets has drawn considerable academic attention over the last decade. Discarding from the previous literature, this article sets up to analyze the Private Equity channel, which is shown to have the potentiality to foster sustainable practices in unlisted companies. The fast integration of the environmental, social and governance issues by mainstream Private Equity investors is unveiled and appears to have benefited from the maturation of SRI on public financial (...) markets and the impetus of large conventional actors. Hypotheses on the characteristics and drivers of this movement are proposed and tested on a unique database covering the French Private Equity industry in 2011. Empirical findings support that Private Equity socially responsible investing is characterized by investor engagement and strategically driven by a need for new value creation sources, increased risk management and differentiation. In particular, results show that independent funds, which need to attract investors, are more likely than captive funds to develop socially responsible practices. Evolution of the movement and future research paths are proposed. (shrink)

Many state governments in the United States promote locally-produced farm products. This paper discusses issues related to the ethics and equity of such promotional programs. The paper argues that generic promotion is generally easier to justify in terms of ethics and equity than brand promotion. It also argues that informative and factual brand promotions are easier to justify than deceptive and persuasive brand promotions. Additional equity issues arising when taxpayers finance state-promotional programs are also (...) discussed. (shrink)