Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You and Your Team.

Learn More →

Managing corporate brand behavioural integrity: a case of alleged violation of Halal certification

Managing corporate brand behavioural integrity: a case of alleged violation of Halal certification This study aims to establish the psychometric properties of behavioural integrity scale at an organizational level from external stakeholders’ perspective and its subsequent influence on consumer trust and commitment with a brand. Moreover, the study also examines how different crisis response strategies moderate the relationship between consumer attributions of the responsibility and corporate brand behavioural integrity in the context of emotional product harm crisis caused by alleged violation of Halal certification by an MNC.Design/methodology/approachA quasi-experimental design was applied to test the impact of firm crisis response strategies on its corporate brand behavioural integrity.FindingsThe results provide evidence that behavioural integrity scale can be used to measure consumer perceptions of a corporate brand behavioural integrity. In addition, results indicate that crisis response strategies offer some moderating influence on the relationship between consumer attribution processes and corporate brand behavioural integrity.Research limitations/implicationsResults indicate that existing corporate crisis response strategies are not very helpful in the context of emotional product harm crisis. This study demonstrates that behavioural integrity positively impacts customer relationship-oriented constructs. Furthermore, behavioural integrity scale offers excellent psychometric properties when used at the corporate level.Practical implicationsOrganizations can use this proposed conceptual model to monitor and manage behavioural integrity of its corporate brand and its influence on customer-brand relationship constructs.Originality/valueThis study is first of its nature that underscores the importance of measuring and monitoring corporate brand behavioural integrity as a customer trust-building mechanism. It is also the first study that investigates consumer reaction towards alleged brand transgression of its Halal certified product. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Islamic Marketing Emerald Publishing

Managing corporate brand behavioural integrity: a case of alleged violation of Halal certification

Loading next page...
 
/lp/emerald-publishing/managing-corporate-brand-behavioural-integrity-a-case-of-alleged-upuvqEeZio
Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
1759-0833
DOI
10.1108/jima-04-2020-0109
Publisher site
See Article on Publisher Site

Abstract

This study aims to establish the psychometric properties of behavioural integrity scale at an organizational level from external stakeholders’ perspective and its subsequent influence on consumer trust and commitment with a brand. Moreover, the study also examines how different crisis response strategies moderate the relationship between consumer attributions of the responsibility and corporate brand behavioural integrity in the context of emotional product harm crisis caused by alleged violation of Halal certification by an MNC.Design/methodology/approachA quasi-experimental design was applied to test the impact of firm crisis response strategies on its corporate brand behavioural integrity.FindingsThe results provide evidence that behavioural integrity scale can be used to measure consumer perceptions of a corporate brand behavioural integrity. In addition, results indicate that crisis response strategies offer some moderating influence on the relationship between consumer attribution processes and corporate brand behavioural integrity.Research limitations/implicationsResults indicate that existing corporate crisis response strategies are not very helpful in the context of emotional product harm crisis. This study demonstrates that behavioural integrity positively impacts customer relationship-oriented constructs. Furthermore, behavioural integrity scale offers excellent psychometric properties when used at the corporate level.Practical implicationsOrganizations can use this proposed conceptual model to monitor and manage behavioural integrity of its corporate brand and its influence on customer-brand relationship constructs.Originality/valueThis study is first of its nature that underscores the importance of measuring and monitoring corporate brand behavioural integrity as a customer trust-building mechanism. It is also the first study that investigates consumer reaction towards alleged brand transgression of its Halal certified product.

Journal

Journal of Islamic MarketingEmerald Publishing

Published: Jul 20, 2021

Keywords: Corporate brand behavioural integrity; Emotional product harm; Crisis response strategies; Brand trust; Brand commitment

References