Ethical dimension of customer-based brand equity
by Biplab Datta; Srabanti Mukherjee
International Journal of Business Excellence (IJBEX), Vol. 13, No. 1, 2017

Abstract: Several authors have conceptualised customer-based brand equity (CBBE) to include few dimensions including brand awareness, etc., and a lot of studies have been undertaken in this regard. However, few studies have considered the effect of ethical dimension of brand to have an impact on CBBE. This paper argues that brand ethics impacts brand equity and presents a model which includes this dimension as a measure of CBBE. A conceptual model has been developed and tested with data using structural equations modelling (SEM) technique. The results indicate that brand ethics could be a dimension of CBBE along with other established dimensions of brand equity. Based on a small sample, this paper is an early work to add to brand theory.

Online publication date: Mon, 14-Aug-2017

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

 
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Business Excellence (IJBEX):
Login with your Inderscience username and password:

Username:        Password:          Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email subs@inderscience.com