Understanding the Influence of CPE on Brand Image and Brand Commitment: The Mediating Role of Brand Identification

It has been recognized that there is a need for new research area concentrates on perceptions rather than reactions. The present study proposes conceptual framework to incorporate consumer-perceived ethicality (CPE) and its influence brand identification. Also, this measure the mediating of identification consumer image commitment. A nonrandom sampling procedure was employed, yielding total 368 valid responses. This study’s findings suggest CPE positive significant direct impact partial observed in path relationship from By examining consequences customer responses CPE, businesses can develop better strategies are desirable both normative business perspective. overall managerial implications include improving ethical practices since they have formation