Dublin Core
Title
Perceived firm ethicality and brand loyalty: the mediating role of corporate social responsibility and perceived green marketing
Creator
George Kofi Amoako, Joshua Kofi Doe, Robert Kwame Dzogbenuku
Description
Purpose
This study aims to establish the link between business ethics and brand loyalty and to investigate the mediating role of corporate social responsibility (CSR) and United Nations Sustainable Development Goals (SDGs) such as green marketing.
Design/methodology/approach
Using the purposive sampling technique, data were obtained from 622 middle-income city dwellers who shop at leading retail malls. Data were analyzed with partial least square–structural equation model.
Findings
The study found a positive and significant relationship between business ethics, CSR, green marketing and business loyalty. Both CSR and green marketing mediate between perceived firm ethicality and brand loyalty.
Research limitations/implications
This research was done based on general knowledge of business ethics, CSR and green marketing from the consumers’ perspective. Future studies can avoid this limitation …
This study aims to establish the link between business ethics and brand loyalty and to investigate the mediating role of corporate social responsibility (CSR) and United Nations Sustainable Development Goals (SDGs) such as green marketing.
Design/methodology/approach
Using the purposive sampling technique, data were obtained from 622 middle-income city dwellers who shop at leading retail malls. Data were analyzed with partial least square–structural equation model.
Findings
The study found a positive and significant relationship between business ethics, CSR, green marketing and business loyalty. Both CSR and green marketing mediate between perceived firm ethicality and brand loyalty.
Research limitations/implications
This research was done based on general knowledge of business ethics, CSR and green marketing from the consumers’ perspective. Future studies can avoid this limitation …
Publisher
Emerald Publishing Limited
Date
2021
Source
https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&citation_for_view=hXmr_bYAAAAJ:ehoypfNsBj8C
Language
English