Authors
Abstract
The purpose of this article is to develop and genesis the ethical-oriented corporate branding model in the confectionary industry in Iran and to predict and innuendo the ethical-oriented corporate branding construct in an exploratory study. After identifying the corporate branding ethical constructs in a qualitative study in this research, by interviewing 14 connoisseurs and analyzing the data that acquired from the interviews using the theme analysis method, in a quantitative study and collecting information through a questionnaire of 202 confectionery and chocolate marketers, the partial least squares approach to structural equation modeling has been used to estimate and calculate the relationships in the ethical-oriented corporate branding model. Also, employee based brand equity has been used as a variable of measurement for corporate branding of endogenous construct. Extracting the structural model of corporate branding by four corporate branding predictive constructs including Corporate Ethical Philosophy, Corporate Ethical Communication, Corporate Ethical Culture and Corporate Ethical Image and extracting the measurement model of corporate branding through 14 extracted variables to measure the constructs in a structural model are the results of this research.
Keywords
- [1] Iglesias, O., Ind, N., & Alfaro, M. (2013), The organic view of the brand: A brand value co-creation model. Journal of Brand Management, 20(8), pp. 670–688. [2] Shaw, D., & Shiu, E. (2002), The role of ethical obligation and selfidentity in ethical consumer choice. International Journal of Consumer Studies, 26(2), pp.109–116. [3] Iglesias, O., & Ind, N. (2016), How to build a brand with a conscience? In N. Ind & S. Horlings (Eds.), Brands with a conscience. Amsterdam: Kogan Page. [4] Rindell, A., Svensson, G., Mysen, T., Billstro¨m, A., & Wile´n, K. (2011), Towards a conceptual foundation of ‘Conscientious Corporate Brands’. Journal of Brand Management, 18(9), 709–719. [5] Fan, Y. (2005), Ethical branding and corporate reputation, Corporate Communications: An International Journal, Vol. 10, pp. 341-50. [6] Williams, J., & Aitken, R. (2011), The service-dominant logic of marketing and marketing ethics. Journal of Business Ethics, 102(3), 439–454. [7] Brunk, K. H. (2010), Exploring origins of ethical company/brand perceptions—Reply to Shea and Cohn’s commentaries. Journal of Business Research, 63(12), pp. 1364–1367. [8] Story, J., & Hess, J. (2010), Ethical brand management: Customer relationships and ethical duties. Journal of Product and Brand Management, 19(4), pp. 240–249. [9] Maxfield, S. (2008), Reconciling corporate citizenship and competitive strategy: Insights from economic theory. Journal of Business Ethics, 80(2), pp. 367–377. [10] Safari A, Abbasi F, Golshahi B. (2016), Identifying key factors on marketing performance of pharmacy companies: The mediating role of ethic marketing. Management Research in Iran, Vol. 19 No. 3, 95-116 (In Persian). [11] Murphy, P.E. and Laczniak, G.R. (1988), Marketing ethics: a review with implications for managers, educators and researchers, in Enis, B.M. and Roering, K.J. (Eds), Review of Marketing, American Marketing Association, Chicago, IL, pp. 251-66. [12] Jones, D.G. & Helen Troy, (1982), a Bibliography of Business Ethics: 1976-1980 (Colgate Darden Graduate School of Business Administration, University of Virginia. [13] White, K., MacDonnell, R., & Ellard, J. H. (2012). Belief in a just world: Consumer intentions and behaviors toward ethical products. Journal of Marketing, 76(1), pp. 103–118. [14] Sierra, V., Iglesias, O., Markovic, S., & Singh, J. J. (2015), Does ethical image build equity in corporate services brands? The influence of customer perceived ethicality on affect, perceived quality, and equity. Journal of Business Ethics. [15] Yoo, B., & Donthu, N. (2001), Developing and validating a multidimensional consumer-based brand equity scale. Journal of Business Research, 52(1), 1–14. [16] Davcik, N. S., Da Silva, R. V., & Hair, J. F. (2015), Towards a unified theory of brand equity: taxonomy and avenues for future research. Journal of Product and Brand Management, 24(1), 3-17. [17] Kim, K. H., Jeon, B. J., Jung, H. S., Lu, W., & Jones, J. (2012), Effective employment brand equity through sustainable competitive advantage, marketing strategy, and corporate image. Journal of Business Research,65(11), 1612–1617. [18] Keller, K. L. (2001), Building customer-based brand equity: A blueprint for creating strong brands. Working Paper, Report No. 01-107, Cambridge, MA: Marketing Science Institute. [19] Merz, M. A., He, Y., & Vargo, S. L. (2009), The evolving brand logic: A service-dominant logic perspective. Journal of the Academy of Marketing Science, 37(3), 328–344. [20] Wagner, T., Hennig-Thurau, T., & Rudolph, T. (2009), Does customer demotion jeopardize loyalty? Journal of Marketing, 73(3), 69–85. [21] Murphy, P. E., Laczniak, G. R., & Harris, F. (2017), Ethics in marketing: International cases and perspectives (2nd edition). London: Routledge. [23] Azar, Adel and khadivar, Ameneh (2013), The Application of Multi-Variable Statistical Analysis in Management, Tehran, Negahe Danesh Publication (In Persian) [24] Azar, Adel., Gholamzadeh, Rasoul (2015), book review and translation: A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM), by Joseph f. Hair, Jr. and G. Tomas M. Hult and Christian Ringleand Marko Sarstedt, Tehran, Negah Danesh Publications (In Persian) [25] Heidari, Ali., Valipour, Alireza., Bakhtiari, Behnaz (2017), Analysis of Marketing Research in Iran, Journal of Management Research in Iran, Vol. 21 No. 3, 97-119 (In Persian) [26] Berenson, Mark L., David M. Levine, Timothy C. Krehbiel. (2006), Basic business statistics: concepts and applications, Upper Saddle River, N.J. Pearson/Prentice Hall. [27] Hair, J.F., Ringle, C.M., Sarstedt, (2011), M. PLS-SEM: indeed, a silver bullet, Journal of Marketing Theory and Practice 19 (2), 139-151. [28] Azar, Adel and Gholamzadeh, Rasoul (2018), book review and translation:Advanced Issues in Partial Least Squres Structural Equation Modeling by Siegfried P. and Gudergan, Marko Sarstedt, and Christian M. Ringle, Hair, Tehran, Negah Danesh Publications (In Persian) [29] King, Ceridwyn and Grace, D. (2009), Employee Based Brand Equity: A Third Perspective, Services Marketing Quarterly, 30, 122-147. [30] Chin, W.W. (1998), The partial least squares approach to structural equation modeling, In: Marcoulides, G.A. (Ed.), Modern Methods for Business Research. Erlbaum, Mahwah, pp. 295-358.
)