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

The 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 Ma...

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Autores:

Siqueira Junior, José Ribamar
ter Horst, Enrique
Molina, Germán
Gunn, Laura H.
Reinoso Carvalho, Felipe
Sezen, Burcu
Peña García, Nathalie

Tipo de recurso:

Article of investigation

Fecha de publicación:

2023

Institución:

Colegio de Estudios Superiores de Administración

Repositorio:

Repositorio CESA

Idioma:

eng

OAI Identifier:

oai:repository.cesa.edu.co:10726/5024

Acceso en línea:

http://hdl.handle.net/10726/5024
https://doi.org/10.1057/s41270-022-00188-1

Palabra clave:

Ethics
Public health
Customers
Brand ethicality
Turbulent times
COVID-19
Bayesian methodology
Brand commitment

Rights

openAccess

License

Abierto (Texto Completo)