IMPACT OF UNETHICAL MARKETING BEHAVIOR ON THE CUSTOMER BASED BRAND EQUITY

Abstract

Today, the topic of business ethics has attracted widespread attention. Current research has found that business ethics has a decisive influence on current transit consumers through evaluation of organisations and their response to unethical behavior. This study empirically identified the impact of unethical marketing on total brand equity based on the customer and without considering the total number of its components. This survey investigated the branding attitudes of two groups of respondents in various unethical situations of the brand: unreasonable pricing and misleading promotions. These two meetings contrast with the audience for the third reference. The results show that unreasonable pricing and misleading promotions can greatly affect the way consumers perceive brands. Offline pricing ultimately reduces brand ownership and hence brand positioning becomes uncertain. Although most of the brand share was promoted to customer-based brands, exploit promotions did not affect brand perception. These results provide an opportunity to further study why certain parts of brand ownership are uniquely affected, whilst others are different. Moreover, this work presents a request to explore the reasons why ethics influence concepts such as brand equity.