The Effect of Perceived Business Ethics on Brand Personality Dimensions & Creation of Brand Equity in Developing Countries

Mohammad Reza Hamidizadeh, Mohammad Reza Karimi Alavije, Morteza Rezaee
2014 Central European Business Review  
Due to multi-dimension viewpoints, since decision-making and purchase process are emerging based on the human spirit or internal value of customers, this research seeks to introduce and analyze a model in this regard. In this research, the effects model of ethicality on brand personality dimensions and creation of brand equity were studied, aiming on raising awareness and highlighting the role of ethical values in branding. The population includes all the customers within Iranian chain stores
more » ... s a developing country). The results show that "perceived business ethicality" has a positive effect on responsibility, activity and emotionality. Moreover, responsibility and activity have a positive effect on "overall brand equity". According to total effect, "responsibility" and "perceived business ethicality" have the highest effect on brand equity.
doi:10.18267/j.cebr.93 fatcat:qr6gskrnmzauzdx2k73ai6g2vq