Consumer Ethicality Perception and Legitimacy: Competitive Advantages in COVID-19 Crisis

Gregory Payne, Alicia Blanco-González, Giorgia Miotto, Cristina del-Castillo

Research output: Indexed journal article Articlepeer-review

18 Citations (Scopus)


The article aims to analyze the cause–effect relationship between Brand Ethicality Perception (CPE), legitimacy and purchase intention during the COVID-19 first wave, taking into consideration the mediation effect of the country of residence. Data collection was based on a survey launched during the COVID-19 lockdown in Madrid and New York. To analyze the established hypotheses and to test the multigroup analysis, we applied a structural modelling with SmartPLS. The research contributes to the field of brand management, and specifically of ethical branding, since it will analyze how stakeholders’ expectations fulfillment is key to build a consistent and valued brand meaning in crisis’ situations, demonstrating that ethical behaviors are key for gaining corporate legitimacy and, therefore, for improving business performances.

Original languageEnglish
Article number00027642211016515
Number of pages25
JournalAmerican Behavioral Scientist
Publication statusAccepted/In press - 2021


  • COVID-19
  • brand ethicality perception
  • ethics
  • legitimacy
  • purchase intention
  • strategic management


Dive into the research topics of 'Consumer Ethicality Perception and Legitimacy: Competitive Advantages in COVID-19 Crisis'. Together they form a unique fingerprint.

Cite this