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首页> 外文期刊>Journal of Business Ethics >Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits
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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

机译：客户对公司服务品牌道德的认知会提高品牌资产吗？考虑品牌传承，品牌形象和识别利益的作用

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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.
机译：为了在道德消费主义时代保持竞争力，品牌面临越来越大的压力，要求将道德价值观融入自己的身份并在企业层面上展示其道德承诺。然而，将商业道德与公司品牌相关的研究要么是理论上的，要么主要是在商品环境中凭经验进行的。这是令人惊讶的，因为考虑到服务的性质（即无形，异构，不可分割和易腐），以及服务设置所包含的客户与品牌的互动和接触点数量更多，企业品牌在服务设置中的相关性更高商品上下文。因此，本文的目的是从经验上检验在服务行业运营的企业品牌的客户感知道德的影响。基于使用2179名客户组成的小组针对八个服务类别收集的数据，使用路径分析测试了假设的结构模型。概化理论用于测试这些类别之间的测量等效性。假设模型的结果表明，除了直接影响外，客户认可的道德水平还通过认可利益和品牌形象的中介对品牌资产产生正向和间接影响。此外，品牌传承会对客户感知的道德观念对品牌形象的影响产生负面影响。主要含义是管理人员需要意识到增强品牌形象和知名度的必要性，因为这可以促进将客户感知的道德观念转化为品牌资产。

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