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Examining the Effect of consumer-perceived Ethicality on Brand Love and Loyalty: The Mediating Role of Brand Identification
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Hossein Norouzi1   , Soheila Khoddami2 , Mobina Rahmani Gohar2 |
1- Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran , norouzi@khu.ac.ir
2- Department of Business Administration, Faculty of Management, Kharazmi University, Tehran, Iran |
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Abstract: (6 Views) |
Background: In the current era, ethics has emerged as a key factor in banking interactions and maintaining customer loyalty. Therefore, the purpose of this study is to investigate the effect of consumer-perceived ethicality on brand love and brand loyalty through brand identification in the Iranian banking industry.
Method: This research is applied in terms of purpose. The research method is descriptive and survey-based, with data collected using a standard questionnaire. The statistical population consists of Mellat Bank customers, and the sample size was determined as 210 individuals using G*Power software based on a non-random convenience sampling method. Data analysis was conducted using structural equation modeling with SPSS26 and Smart PLS4 software.
Results: The analysis results showed that consumer-perceived ethicality has a positive and significant effect on brand love (path coefficient = 0.390) and brand loyalty (path coefficient = 0.321). Additionally, brand identification, with a path coefficient of 0.683, is influenced by consumer-perceived ethicality and, as a mediator, strengthens its relationship with brand love (path coefficient = 0.308) and brand loyalty (path coefficient = 0.152).
Conclusion: Customers’ ethical perceptions enhance brand identification, leading to increased brand love and loyalty. For Iranian banks, focusing on ethical practices is a strategic necessity that can ensure sustainable success.
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| Keywords: Consumer-Perceived Ethicality, Brand Identification, Brand Love, Brand Loyalty |
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Full-Text [PDF 1236 kb]
(17 Downloads)
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Type of Study: Research |
Subject:
Special
Received: 2024/09/24 | Accepted: 2024/12/13 | Published: 2025/11/1
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