Document Type : Original Article


1 Associate Professor, Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran

2 PhD Student in Business Management, Department of Business Management, Faculty of Social Sciences, Mohaghegh Ardabili University, Ardabil, Iran


The purpose of this article is to explain the effect of communication quality and perception of ethical brand in Coronavirus conditions in relation to sensory cues and the intention to create value by considering the moderating role of altruistic tendency to value. The present study is a descriptive survey in terms of data collection method. The community is an electronic consumer, selected using the Cochranchr(chr('39')39chr('39'))s formula of 175 people. A questionnaire was used to collect information. Content validity and construct validity were assessed and reliability was obtained by calculating Cronbachchr(chr('39')39chr('39'))s alpha factor load coefficients and combined reliability. Confirmatory structural equation modeling and Spss25 and Smart Pls2.0 software were used to analyze the data. The results show that visual, auditory and tactile senses have a positive effect on consumer perception of ethical brand and consumer perception of ethics brand has a positive and significant effect on trust, satisfaction, commitment. Trust, satisfaction and commitment have a positive and significant effect on the intention to co-create value. An altruistic value tendency can moderate the effect of visual sense on consumer perception of ethical brand and the effect of auditory sense on consumer perception of ethical brand.


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