TY - JOUR
T1 - Consumer Ethicality Perception and Legitimacy
T2 - Competitive Advantages in COVID-19 Crisis
AU - Payne, Gregory
AU - Blanco-González, Alicia
AU - Miotto, Giorgia
AU - del-Castillo, Cristina
N1 - Funding Information:
The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This article has been funding by Camilo Prado Foundation and Blanquerna School of Communication and International Relations.
Publisher Copyright:
© 2021 SAGE Publications.
PY - 2021
Y1 - 2021
N2 - 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.
AB - 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.
KW - COVID-19
KW - brand ethicality perception
KW - ethics
KW - legitimacy
KW - purchase intention
KW - strategic management
UR - http://www.scopus.com/inward/record.url?scp=85106424463&partnerID=8YFLogxK
UR - https://www.webofscience.com/api/gateway?GWVersion=2&SrcApp=pure_univeritat_ramon_llull&SrcAuth=WosAPI&KeyUT=WOS:000652891000001&DestLinkType=FullRecord&DestApp=WOS
U2 - 10.1177/00027642211016515
DO - 10.1177/00027642211016515
M3 - Article
AN - SCOPUS:85106424463
SN - 0002-7642
JO - American Behavioral Scientist
JF - American Behavioral Scientist
M1 - 00027642211016515
ER -