The role of business ethics and corporate social responsibility on brand attitude among consumers in Pakistan

Abstract

The purpose of the study was to examine the impact of business ethics (BE) and corporate social responsibility (CSR) on brand attitude among consumers in Pakistan. The data was collected from 423 respondents and was analysed through SEM approach using SmartPLS. The findings of the study indicate that BE and CSR play an important role in developing brand attitude among consumers of Pakistan. BE and CSR expectations are positively and significantly associated with response to BE and CSR behaviour whenever the company's behaviour is positive. Consumers showed negative attitude when the behaviour of the company is found to be negative. Personal moral philosophies (idealism) moderate the relationship between response to CSR behaviour and brand attitude in scenarios where company's CSR behaviour is positive. The study is among the pioneering studies in Pakistan that has empirically examined both BE and CSR.