Exploring origins of ethical company/brand perceptions -- A consumer perspective of corporate ethics
This research provides a consumer perspective of corporate ethics. The study consists of twenty long interviews [McCracken, G., 1988. The long interview. Newbury Park, CA: Sage] with general consumers, and conceptualizes potential sources of consumer perceived ethicality (CPE) of a company/brand by investigating consumers' ethical perceptions of business behavior. The developed taxonomy delineates six domains and 36 sub-domains of CPE origin, relating to the impact corporate behavior has on: (1) consumers, (2) employees, (3) the environment, (4) the overseas community, (5) the local economy and community, and (6) the business community. Findings demonstrate disparities between the consumer and the business perspective and highlight the fact that sources of CPE prove considerably more diverse and complex than the literature suggests, therefore presenting a vital extension to existing research. By providing business managers with a comprehensive assembly of issues which may evoke un/ethical perceptions, the framework may serve as a code of business conduct to prevent, contain, or combat negative CPE.
Year of publication: |
2010
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Authors: | Brunk, Katja H. |
Published in: |
Journal of Business Research. - Elsevier, ISSN 0148-2963. - Vol. 63.2010, 3, p. 255-262
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Publisher: |
Elsevier |
Keywords: | Corporate ethics Corporate social responsibility (CSR) Qualitative research Ethical consumption Brand misconduct Consumer perceived ethicality (CPE) |
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