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Katja H. Brunk (ESMT Berlin) - Good brand? Bad brand? An experimental exploration of the formation of consumers’ un/ethical brand perceptions

Tuesday, 25 February, 2014 - 12:15
Campus: Brussels Humanities, Sciences & Engineering campus
Faculty: Social Sciences and Solvay Business School
Building C
Raadzaal (Boardroom) C 2.07 A for BUSI /VUB
seminar

Companies are increasingly concerned about their ethical image and that of their brands. This research builds on the recently emerging literature on consumer perceived ethicality (CPE) and quantitatively explores how consumers form moral impressions of brands. Our analysis suggests that the process is consistent with the configural model of impression formation rather than following an algebraic information integration approach. We furthermore provide empirical evidence for the presence of a negativity bias by showing that unethical information is highly diagnostic in CPE formation.

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