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  1. Consumers’ Responses to Moral Transgressions in the Fashion Industry: Comparative Insights from Western Developed and Southeast Asian Emerging Markets.Thi Thanh Huong Tran & Fabian Bartsch - forthcoming - Journal of Business Ethics:1-34.
    Using an institutional perspective, this paper investigates how consumers in Western developed and Southeast Asian emerging markets respond to fashion brands’ moral transgressions and how consumers’ moral rationalization tendencies vary across the two markets. The study employs multimethod analyses, including cross-national secondary data from 12 countries and experimental data from 940 German and Vietnamese consumers. In a non-transgression context, the multivariate analyses show that Western developed-market consumers embrace higher ethical standards (Study 1A), tend to seek collective action against prevalent immoral (...)
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  • How consumer perceived ethicality influence repurchase intentions and word-of-mouth? A mediated moderation model.Syed Hamad Hassan Shah, Shen Lei, Syed Talib Hussain & Syeda Mariam - 2020 - Asian Journal of Business Ethics 9 (1):1-21.
    Ethical consumerism has been dramatically increasing in recent decades, but in service sector, fewer research has been conducted especially in the fast-food industry. In this paper, we determined empirically the consumer perceived ethicality effects on repurchase intentions as well as on word of mouth through brand image partial mediation and customer expertise moderation in fast-food sector. The data were collected from 307 consumers of the fast-food restaurants through self-administered questionnaires. Common method variance and social desirability bias were measured before testing (...)
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  • Co-creation: A Key Link Between Corporate Social Responsibility, Customer Trust, and Customer Loyalty.Oriol Iglesias, Stefan Markovic, Mehdi Bagherzadeh & Jatinder Jit Singh - 2020 - Journal of Business Ethics 163 (1):151-166.
    In an ever more transparent, digitalized, and connected environment, customers are increasingly pressuring brands to embrace genuine corporate social responsibility practices and co-creation activities. While both CSR and co-creation are social and collaborative processes, there is still little research examining whether CSR can boost co-creation. In addition, while previous research has mainly related co-creation to emotional outcomes, limited empirical research has related it to rational and behavioral outcomes. To address these shortcomings in the literature, this paper examines the influence of (...)
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  • The CSR Imperative: How CSR Influences Word-of-Mouth Considering the Roles of Authenticity and Alternative Attractiveness.Mehdi Bagherzadeh, Yuqian Qiu, Oriol Iglesias & Stefan Markovic - 2022 - Business and Society 61 (7):1773-1803.
    Customers are increasingly talking positively about brands that are socially responsible and authentic. However, little empirical research has related corporate social responsibility (CSR) to brand authenticity and brand authenticity to customers’ positive word-of-mouth. Moreover, although highly attractive alternative brands are increasingly appearing in the marketplace, there is a lack of research examining the role of alternative attractiveness in the relationship between CSR and brand authenticity. We address these shortcomings in the literature drawing on data from 1,101 customers of insurance services (...)
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  • Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice.Henri Kuokkanen & William Sun - 2020 - Journal of Business Ethics 166 (2):403-423.
    Fulfilling consumer expectations of corporate social responsibility can bring strategic advantage to firms. However, research on the topic is fragmented across disparate disciplines, and a comprehensive framework to connect CSR supply and demand is missing. As a result, firms often supply CSR that does not attract demand, as signified by pessimism about ethical consumerism in recent years and the inconclusive link between corporate financial and social performance. In this study, we propose a framework of strategic CSR management to define how (...)
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  • “Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality.Gwarlann de Kerviler, Nico Heuvinck & Elodie Gentina - 2022 - Journal of Business Ethics 179 (1):89-110.
    This article uncovers an important yet overlooked antecedent of brand ethicality that lies beyond the predominant focus on environmental and social actions in the literature: perceived brand authenticity. Perceived authenticity and brand ethicality strongly drive consumer decision making, but the link between the two has not been closely scrutinized. This article examines how two types of authenticity cues differently influence consumers’ perceptions of brand ethicality. Across five studies and four different product categories, the findings show that indexical authenticity cues lead (...)
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  • The Influence of Brand Image and Favorability Toward Citizens in a Product’s Country of Origin on Product Evaluation: Moderating Effects of Switching Costs.Yan Shen & Riaz Ahmad - 2022 - Frontiers in Psychology 13.
    This study aimed to provide practical implications for South Korean corporations seeking to enter the Chinese market. It explored the influences of brand image and favorability toward citizens in a product’s country of origin on consumers’ product evaluation and repurchase intention, in addition to examining the moderating effects of procedural switching costs, financial switching costs, and relational switching costs on the aforementioned influences. Although previous studies have established the relationships between some of the aforementioned variables, further research is required to (...)
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