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首页> 外文期刊>Journal of Business Ethics >Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity
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Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity

机译：道德形象能否在企业服务品牌中建立公平性？客户感知道德对情感，感知质量和公平的影响

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摘要

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.
机译：在当前的社会经济环境中，品牌越来越需要在企业层面上体现社会和道德承诺，以保持竞争力并提高声誉。但是，将商业道德与公司品牌相关的研究仅是概念性的，或者是根据产品/商品领域的经验进行的。令人惊讶的是，由于服务的不同性质，企业品牌在服务领域的重要性更高，并且随后需要在所有品牌客户互动和接触点之间提供一致的高质量客户体验。因此，本文的目的是在公司品牌级别和服务领域研究客户感知的品牌道德对品牌资产的影响。该模型通过结构方程式进行测试，并使用由2179个客户组成的小组使用八个服务类别收集的数据。这些类别之间的等效性测试是使用可概括性理论进行的。应用验证性因素分析标记技术来检查常用方法的差异。假设模型的结果表明，通过品牌影响力和感知质量的中介，客户的感知道德对品牌资产产生了积极，间接的影响。但是，没有经验证据表明客户感知的道德对品牌资产具有直接影响。

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