Download PDFOpen PDF in browser

Brand Purpose Ethical Evaluation by the Customer Based on the Hunt-Vitell (HV) Theory of Ethics

EasyChair Preprint 14105

21 pagesDate: July 23, 2024

Abstract

The past two decades, especially the last 2-3 years since 2020, have experienced a significant increase in research interest in the topic of Brand purpose. It shows its pertinence in academic research, whether it should be according to the industry or theoretical angle. Existing studies focus on how brand purpose has been created, different aspects of brand purpose, and different dimensions of Brand purpose, which means majorly on firm-specific elements but not much on the consumer perspective. Still, in its vicinity is an insufficiency of studies on how customers ethically evaluate the Brand purpose of any brand & behave the same. This study seeks to identify how consumers visualize & consider the brand ethically based on their brand purpose from the ethics perspective and further create a framework explaining how customers assess it.

Keyphrases: Brand Purpose, Ethical Evaluation, Hunt-Vitell (HV) theory of Ethics, consumer behavior

BibTeX entry
BibTeX does not have the right entry for preprints. This is a hack for producing the correct reference:
@booklet{EasyChair:14105,
  author    = {Bhawani Sharan},
  title     = {Brand Purpose Ethical Evaluation by the Customer Based on the Hunt-Vitell (HV) Theory of Ethics},
  howpublished = {EasyChair Preprint 14105},
  year      = {EasyChair, 2024}}
Download PDFOpen PDF in browser