The Effect of Ethical Aspects of Brand on Increase of Corporates Reputation among Consumers in Shiraz

Ali Khayer; Ebrahim Albo Naeemi; Kambiz Ahmadi

doi:10.12816/0018199

Article Details

The Effect of Ethical Aspects of Brand on Increase of Corporates Reputation among Consumers in Shiraz

Authors:

Ali Khayer | Ebrahim Albo Naeemi | Kambiz Ahmadi

Publisher:

American University

Main Topics:

General management

Journal:

Kuwait Chapter of Arabian Journal of Business and Management Review 2014 Vol.3 Issue 6 (a), pp.17-30

Document Type:

Article

Publication Date:

2/2014

Document Language:

English

Document ID (Org No.):

74606

Frequency:

Monthly

pISSN:

22248358

DOI:

10.12816/0018199

Descriptors:

Keywords:

Abstract:

 In common models, brand and its equity are defined and measured by the economic performancein fiscal periods. Today, interest in studying marketing moralities, social issues, and the power ofsociety is growing, and commercial brands have become popular in many aspects of the humanlife. In fact, these brands have influenced life styles and cultures, and even serve as theirrepresentative. Brands have penetrated the private lives of people and may influence their values,beliefs, policies, and even their spirits. Brand creation has gone beyond marketing andadvertising, and its social structure is as important as its economic structure. While advertisementis a manifest factor in marketing, brand is its center of communication, and most of thechallenges in advertisement come from brand policies. In this research, after reviewing theresearch literature, consulting with professors, and making use of the opinions of brand andmarketing experts, the composing factors of moral brand were identified and then the data thatwas collected from a statistical sample of 384 people using questionnaires was analyzed.Considering its aim, this research is developmental in nature, but in respect to its data collectionmethods (research proposal), it is a descriptive-survey research. As mentioned above, data wascollected using questionnaires where Likert Scale was used to determine the number of responseoptions. Research data was analyzed using descriptive and inferential methods. At the descriptivelevel, the sample characteristics were descriptively analyzed using statistical measures such asabundance, percentage, average, and standard deviation, while correlation coefficients test wasused at the inferential level to provide answers for research hypotheses and to discover somespecific relations between the sample variables. The relation between the two variables of moralbrand creation and companies' reputation was identified to be a positive and strong one in thisresearch. This means that companies must pay much more attention to moralities, moralmarketing, and especially moral brand creation and its variables in order to earn a betterreputation.

Article Details

The Effect of Ethical Aspects of Brand on Increase of Corporates Reputation among Consumers in Shiraz

Authors:

Ali Khayer | Ebrahim Albo Naeemi | Kambiz Ahmadi

Publisher:

American University

Main Topics:

General management

Journal:

Kuwait Chapter of Arabian Journal of Business and Management Review 2014 Vol.3 Issue 6 (a), pp.17-30

Document Type:

Article

Publication Date:

2/2014

Document Language:

English

Document ID (Org No.):

74606

Frequency:

Monthly

pISSN:

22248358

DOI:

10.12816/0018199

Descriptors:

TRADEMARKS

MORAL VALUES

PROFESSIONAL ETHICS

CONSUMERS

IRAN

Ethical Aspects

Brand

Corporates Reputation

Consumers

Issues

Article Details

Authors: Ali Khayer | Ebrahim Albo Naeemi | Kambiz Ahmadi

Publisher: American University

Main Topics: General management

Journal: Kuwait Chapter of Arabian Journal of Business and Management Review 2014 Vol.3 Issue 6 (a), pp.17-30

Document Type: Article

Publication Date: 2/2014

Document Language: English

Document ID (Org No.): 74606

Frequency: Monthly

pISSN: 22248358

DOI: 10.12816/0018199

Descriptors:

Issues

Authors:

Ali Khayer | Ebrahim Albo Naeemi | Kambiz Ahmadi

Publisher:

American University

Main Topics:

General management

Journal:

Kuwait Chapter of Arabian Journal of Business and Management Review 2014 Vol.3 Issue 6 (a), pp.17-30

Document Type:

Article

Publication Date:

2/2014

Document Language:

English

Document ID (Org No.):

74606

Frequency:

Monthly

pISSN:

22248358

DOI:

10.12816/0018199