Business Law, Public Responsibility, and Ethics Commons^™

“Influence Of Perceived Business Ethics On Brand Personality Dimensions & Creation Of Brand Equity, Bahram Mahmoudi Mazraeh Shadi

bahram mahmoudi mazraeh shadi

Abstract In recent decade, due to economic and social crises, the businesses seek to build and strengthen the trust of their customers in the market, Therefore, according to multi-dimension viewpoints, since decision-making and purchase process are emerging based on the human spirit or internal value of customers this research seeks to introduce and analyze a model in this regard. In this research, the effects model of ethicality on brand personality dimensions and creation of brand equity studied, aiming on raising awareness and highlighting the role of ethical values in branding. The Statistical population includes all the customers within Iranian chain …