Title: Ethical dimension of customer-based brand equity

Authors: Biplab Datta; Srabanti Mukherjee

Addresses: Vinod Gupta School of Management, Indian Institute of Technology, Kharagpur, 721302, India ' Vinod Gupta School of Management, Indian Institute of Technology, Kharagpur, 721302, India

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.

Keywords: brand awareness; brand ethics; BETH; brand image; brand loyalty; customer-based brand equity; CBBE; India; perceived quality; PQ; structural equations modelling; SEM.

DOI: 10.1504/IJBEX.2017.085796

International Journal of Business Excellence, 2017 Vol.13 No.1, pp.91 - 111

Available online: 17 Jul 2017 *

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