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Bang NGUYEN

1. Development of the Ethical Brand Construct: A Viewpoint From Practitioners
Rezumat:The purpose of this paper is to examine ‘the ethical brand’ as a construct and its effect on buyers’ responses. The study is qualitative and based on 10 practitioner interviews in the electronic office equipment sector. Findings reveal that the ethical brand is a construct that has major effect on buyers’ responses. In addition, it was found that the ethical viewpoint can be expressed in terms of responsibilities. Thus, ‘responsibility’, is a key concept of current moral sensitivity and appears highly suitable to express the ethical dimension of human action by including both the practical and theoretical concepts. Notably, the concept of the ethical brand as a brand that is a moral actor considering economic, social and environment responsibilities with the integrity to do the right thing, is confirmed with the qualitative finding of this study. Managerial contribution lies in lessons for practitioners who want to understand why a brand may seem to be ethical. It also provides a background for further studies, which can extrapolate the current thinking into other sectors in order to validate or refute the results presented here.
Autor(i):Sulaiman ALI, Faridah Syed Alwi SHARIFAH, Bang NGUYEN, T-C MELEWAR
Publicat în:Revista Română de Marketing 2/2016 [Volume 11, Issue 2] (aprilie-iunie)
Cod citare:7578

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