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- W2488360078 abstract "This chapter illustrates that ethos is a key element to looking and feeling ethical. One cannot fake it, people can see through false claims. Ethos starts with people. Customers trust people; however, customers do not trust big corporations or faceless franchises. If an organization wants the consumer to feel good about it and view it as ethical, the organization needs to dig out ethos and deliver it. There is little sense or reason, as to whom or what the public thinks are or are not ethical. It is in the unpredictable nature of consumers to arrive at their own distorted ideas. Organizations need to think of their brand as a person and to remember that the brand is often a reflection of the people they hire. A bad salesman, clerk or telephone sales person makes a brand look and feel bad. One will agree that behaviour defines the brand more than marketing." @default.
- W2488360078 created "2016-08-23" @default.
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- W2488360078 date "2012-01-02" @default.
- W2488360078 modified "2023-09-27" @default.
- W2488360078 title "Ethical ‐ Reality or a Brand Image?" @default.
- W2488360078 doi "https://doi.org/10.1002/9781119206514.ch3" @default.
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