The role of ethics in business-to-business marketing: An exploratory review and research agenda
Despite the prominence of ethics in mainstream marketing literature, its position in business-
to-business (B2B) marketing continues to be underrepresented. In this article, we conduct a …
to-business (B2B) marketing continues to be underrepresented. In this article, we conduct a …
How does the perceived ethicality of corporate services brands influence loyalty and positive word-of-mouth? Analyzing the roles of empathy, affective commitment …
In the past few decades, a growth in ethical consumerism has led brands to increasingly
develop conscientiousness and depict ethical image at a corporate level. However, most of …
develop conscientiousness and depict ethical image at a corporate level. However, most of …
Do customer perceptions of corporate services brand ethicality improve brand equity? Considering the roles of brand heritage, brand image, and recognition benefits
In order to be competitive in an era of ethical consumerism, brands are facing an ever-
increasing pressure to integrate ethical values into their identities and to display their ethical …
increasing pressure to integrate ethical values into their identities and to display their ethical …
[HTML][HTML] How to build a conscientious corporate brand together with business partners: A case study of Unilever
Although a few scholars have suggested that the strategic alignment of the corporate brand's
business partner network is essential to bring the corporate brand conscience to life, there …
business partner network is essential to bring the corporate brand conscience to life, there …
Does ethical image build equity in corporate services brands? The influence of customer perceived ethicality on affect, perceived quality, and equity
In the current socioeconomic environment, brands increasingly need to portray societal and
ethical commitments at a corporate level, in order to remain competitive and improve their …
ethical commitments at a corporate level, in order to remain competitive and improve their …
[HTML][HTML] Developing identity of conscientious business-to-business organizations through integrative leadership
A more in-depth approach to sustainability by the B2B companies, going beyond the
standard requirements of CSR and acting as conscientious organizations that advance the …
standard requirements of CSR and acting as conscientious organizations that advance the …
Developing a theory of focal company business sustainability efforts in connection with supply chain stakeholders
Purpose The purpose of this paper is to test the structural properties of a stakeholder
research model of focal company business sustainability and the associated consideration …
research model of focal company business sustainability and the associated consideration …
The conscientious corporate brand: definition, operationalization and application in a B2B context
Purpose As B2B firms face increasing scrutiny due to increased stakeholder awareness of
environmental and social concerns, doing business with a conscience has become an …
environmental and social concerns, doing business with a conscience has become an …
[HTML][HTML] Conscientious enterprises: The role of decision makers' social identity and the preference to engage in B2B relationships
C Vallaster, B Cesinger, T Niemand, C Huis… - Industrial Marketing …, 2023 - Elsevier
Solving global challenges such as the climate crisis requires joint efforts which can be
enabled and guided by B2B relationships. B2B relationship literature describes how …
enabled and guided by B2B relationships. B2B relationship literature describes how …
[HTML][HTML] Practices of brand extensions and how consumers respond to FMCG giants' greening attempts
A Hesse, K Bündgen, S Claren… - Journal of Brand …, 2022 - ncbi.nlm.nih.gov
We aim for a deeper understanding of how the theory of green brand extension is effectively
used in brand management practice. Therefore, we conducted three consecutive studies to …
used in brand management practice. Therefore, we conducted three consecutive studies to …