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Communication de conférence

Effects of Brand Reputation and Brand Love in Ethical Decision Making

in 45th EMAC Annual Conference, Oslo, Norway, May 24-27, 2016

Dalman, M. Deniz ; Min, Junhong ; EMAC Annual Conference (Marketing in the Age of Data). 45th, Oslo, Norway, May 24-27, 2016

EMAC, European Marketing Academy

In this research, authors investigate how brand reputation and brand love affect consumers’ ethical perceptions and their intent to defend the brand in the event of negative publicity. The results indicate that brand reputation influences both consumers’ ethical perceptions and their intent to defend the brand to other consumers after such an event positively, while brand love enhances the impact of ethical perceptions on the intent to defend the brand to other consumers.


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