Association of Marketing Theory and Practice Proceedings 2020
 

Document Type

Conference Proceeding

Conference Track

Marketing Research/ Demographics/ Consumer Behavior

Abstract

Companies are increasingly focused on their environment and their impact on various stakeholders due to competitive and societal pressures. As their responsibilities expand, there is a risk to their reputation as well as their long term growth and profitability. As these pressures to be good stewards increase, companies are looking to better understand the impact on key metrics and key stakeholders. The purpose of this proposal is to study the effect of consumer perceived ethicality of a brand on brand equity at a corporate brand level.

Included in

Marketing Commons

Share

COinS