Understanding the Influence of CPE on Brand Image and Brand Commitment: The Mediating Role of Brand Identification

It has been recognized that there is a need for a new research area that concentrates on perceptions rather than reactions. The present study proposes a conceptual framework to incorporate consumer-perceived ethicality (CPE) and its influence on brand identification. Also, this research measure the mediating influence of brand identification on consumer brand image and brand commitment. A nonrandom sampling procedure was employed, yielding a total of 368 valid responses. This study's findings suggest that CPE has a positive and significant direct impact on brand identification. The partial mediating impact of brand identification is observed in the path relationship from CPE to brand commitment. By examining the consequences of customer responses to CPE, businesses can develop better strategies that are desirable from both a normative and a business perspective. This study's overall managerial implications include improving ethical practices since they have a significant impact on the consumer formation of brand commitment.

Automated summary

This study presents a conceptual framework focusing on consumer-perceived ethicality (CPE) and its impact on brand identification. It also investigates the mediating role of brand identification on consumer brand image and brand commitment. With a nonrandom sampling procedure and 368 valid responses, the findings indicate that CPE has a positive and significant direct effect on brand identification. Partial mediating effect of brand identification on the relationship between CPE and brand commitment is observed. The managerial implications include enhancing ethical practices to influence consumer brand commitment positively.