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Branding in the eye of the storm : the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American country

dc.contributor.authorSiqueira Junior, José Ribamarspa
dc.contributor.authorter Horst, Enriquespa
dc.contributor.authorMolina, Germánspa
dc.contributor.authorGunn, Laura H.spa
dc.contributor.authorReinoso Carvalho, Felipespa
dc.contributor.authorSezen, Burcuspa
dc.contributor.authorPeña García, Nathaliespa
dc.date.accessioned2023-06-21T22:22:56Z
dc.date.available2023-06-21T22:22:56Z
dc.date.issued2023-03
dc.identifier.issn2050-3318
dc.identifier.urihttp://hdl.handle.net/10726/5024
dc.language.isoeng
dc.publisherPalgrave Macmillan Ltd.
dc.subjectEthics
dc.subjectPublic health
dc.subjectCustomers
dc.titleBranding in the eye of the storm : the impact of brand ethical behavior on brand commitment during the COVID-19 crisis in a South American countryeng
dc.typearticle
dc.rights.accessrightsinfo:eu-repo/semantics/openAccess
dc.rights.localAbierto (Texto Completo)
dc.type.versioninfo:eu-repo/semantics/acceptedVersion
dc.identifier.instnameinstname:Colegio de Estudios Superiores de Administración – CESA
dc.identifier.reponamereponame:Biblioteca Digital – CESA
dc.identifier.repourlrepourl:https://repository.cesa.edu.co/
dc.description.abstractenglishThe purpose of this study is to determine how consumer perceptions of brand ethical behavior can affect their commitment to brands during turbulent times. A study of the effects of perceived ethical behavior of brands in Colombia during the initial months of the COVID-19 outbreak was conducted in May 2020 in Bogota, Colombia, to ascertain customer perception of brand ethical actions during the first 2 months of the COVID-19 outbreak. A Bayesian model was developed to assess the impact of brands' ethical behavior on brand recognition benefits, brand image, and brand commitment. The selection of the initial months of the outbreak for this project was important because the COVID-19 pandemic had the potential to augment consumer perception of brands' ethical actions at a pivotal moment in consumers' lives. Our findings demonstrate that customers expressed a positive perception of brands' ethical actions during the early months of the pandemic, which resulted in high commitment intention to these brands in the model examined. The findings highlight the critical nature of the perception of ethical behavior in the eyes of customers during a major global health crisis. More than ever, organizations must commit their brands to fully live out their publicly expressed ethical principles and continuously monitor consumer perceptions of brand attributes and behaviors associated with ethical actions regardless of market conditions. Commitment to living the brand's stated ethical principles can be demonstrated via branding activities in ways that can be especially welcomed by customers during turbulent times. The insights mentioned in this article are crucial for brands already present in South America or exploring expansion into these regions. The findings provide compelling evidence of the impact of ethical actions on consumer commitment to brands, suggesting that brands must now, more than ever, stay in touch with their customers and truthfully live the ethical values they transmit to customers.eng
dc.type.coarhttp://purl.org/coar/resource_type/c_2df8fbb1
dc.relation.citationvolume11
dc.relation.citationissue1
dc.relation.citationstartpage95
dc.relation.citationendpage115
dc.contributor.orcidSiqueira Junior, José Ribamar [0000-0001-8210-1742]
dc.contributor.orcidter Horst, Enrique [0000-0001-5153-1475]
dc.contributor.orcidMolina, Germán [0000-0003-4693-6907]
dc.contributor.orcidGunn, Laura H. [0000-0003-3962-4526]
dc.contributor.orcidReinoso Carvalho, Felipe [0000-0002-9969-9338]
dc.contributor.orcidPeña García, Nathalie [0000-0002-6594-5940]
dc.type.driverinfo:eu-repo/semantics/article
dc.type.redcolhttp://purl.org/redcol/resource_type/ART
dc.type.coarversionhttp://purl.org/coar/version/c_71e4c1898caa6e32
dc.contributor.scopusSiqueira Junior, José Ribamar [57217310396]
dc.contributor.scopuster Horst, Enrique [25655619900]
dc.contributor.scopusMolina, Germán [15728099800]
dc.contributor.scopusGunn, Laura H. [7003638901]
dc.contributor.scopusReinoso Carvalho, Felipe [56815110100]
dc.contributor.scopusSezen, Burcu [57221337390]
dc.contributor.scopusPeña García, Nathalie [57202849705]
dc.description.orcidhttps://orcid.org/0000-0001-8210-1742
dc.description.orcidhttps://orcid.org/0000-0001-5153-1475
dc.description.orcidhttps://orcid.org/0000-0003-4693-6907
dc.description.orcidhttps://orcid.org/0000-0003-3962-4526
dc.description.orcidhttps://orcid.org/0000-0002-9969-9338
dc.description.orcidhttps://orcid.org/0000-0002-6594-5940
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=57217310396
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=25655619900
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=15728099800
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=7003638901
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=56815110100
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=57221337390
dc.description.scopushttps://www.scopus.com/authid/detail.uri?authorId=57202849705
dc.identifier.eissn2050-3326
dc.relation.ispartofjournalJournal of Marketing Analytics
dc.identifier.doihttps://doi.org/10.1057/s41270-022-00188-1
dc.subject.proposalBrand ethicality
dc.subject.proposalTurbulent times
dc.subject.proposalCOVID-19
dc.subject.proposalBayesian methodology
dc.subject.proposalBrand commitment
dc.rights.coarhttp://purl.org/coar/access_right/c_abf2


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