The Impact of Consumer Perceived Ethical Value on Trust and Brand Loyalty: Personality as Moderation Variable

Abstract

The purpose of this study is to examine the significance of perceived ethical value on trust and brand loyalty as well as to examine personality as moderation variable between perceived ethical value and trust on brand loyalty. A theoretical framework with hypothesized relationships is developed and tested in order to answer the research question. To test the research models, Cho-test sub-group moderation variable is use. Hypotheses which were suggested within the framework of the research model were tested with structural equation modeling. In this regard, data were collected for the fast moving consumer goods (FMCG). The results showed that perceived ethical value have positive impact on trust, perceived ethical value and trust have positive impact on brand loyalty. Personality is not moderated the relationship between perceived ethical value and trust to brand loyalty.