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• W2341570654 abstract "This paper reports the initial finding on examination of the effect of ‘ethical brand’on company’s reputation, which in turn may influence a brand loyalty among industrial buyers that use electronic office equipment. The study is based upon the responses of industrial buyers’ from experienced customers in buying electronic office equipment in Malaysia. Previous literature stresses that a good brand provides a positive impact on its owner and user and no negative impact on the general public. In general, this study adds to the existing literature on branding and reputation by introducing the concept of the ‘ethical brand’ (the EB) in the model. The present study enhances this understanding by providing empirical evidence in the context of industrial buyers’ responses. The ethical brand is hypothesized to have a direct effect on brand loyalty behaviour of industrial buyers toward electronic office’s equipments. The mediating effects are also investigated via company’s reputation. The current study is informed by 50 experienced industrial buyers using electronic office equipment in Malaysia. Data analysis (screening test) consisted of outliers; normality; homoskedasticity; and multicollinearity had been conducted to fulfil the basic assumption in regression analysis. The initial result does show that there is a direct relationship and significant between variable “ethical brand”, “company reputation” and “brand loyalty”. An indirect relationship indicates that role of mediating variable “company reputation” is as partially mediator for “ethical brand” and “brand loyalty”." @default.
• W2341570654 created "2016-06-24" @default.
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• W2341570654 date "2008-01-01" @default.
• W2341570654 modified "2023-09-24" @default.
• W2341570654 title "THE ROLE OF 'ETHICAL BRAND' AND ITS EFFECT ON INDUSTRIAL BUYERS' RESPONSES IN MALAYSIA" @default.
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