The Effect of Consumer Perception of Ethical Brand and Dimensions of Social Support on the Co-Creation of Brand Value in Corona with Respect to the Moderating Role of Altruism

Document Type : Research Paper

Authors

1 Associate Professor،Department of Business Management, Faculty of Social Sciences،University of Mohaghegh Ardabili ، Ardabil، Iran.

2 - PhD student Business Management – Marketing, Faculty of Social Sciences,University of Mohaghegh Ardabili , Ardabil, Iran,

Abstract

The purpose of this article is to explain the effect of consumer perception of ethical brand and the quality of communications in corona conditions in relation to social support and the intention to co-create brand value by considering the moderating role of altruism. This study is applied in terms of purpose, descriptive-survey method in terms of method and library and field in terms of data collection. The community consisted of electronic consumer. 194 people selected using the Cochran's formula. Questionnaire was used to collect information. Content validity and construct validity were assessed and reliability was obtained by calculating Cronbach's alpha factor load coefficients and combined reliability. Structural factor equation modeling and Spss25 and Smart Pls2.0 software were used to analyze the data. The results show that emotional and informational support have an effect on consumer perception of ethical brand and consumer perception of ethical brand has a positive and significant effect on communication quality. The quality of communication has a positive and significant effect on the intention to co-create brand value. Altruism can moderate the effect of emotional support on consumer perception of an ethical brand. Companies can create brand value by observing ethical standards and improving the quality of customer relationships. Retailers need to pay more attention to corporate social support and the ethical aspects of their brand, as it affects the quality of communication and the co-creation of brand value.

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References

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Quarterly Journal of Brand Management
Volume 8, Issue 3 - Serial Number 27
January 2022
Pages 230-199

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