Antecedents and Outcomes of Customer Perceived Ethicality: A Meta-Analysis

Abstract

The aim of this meta-analysis is to analyse direct relationships and produces latest empirically generalize statements about the relationships between brand communication and customer perceived ethicality, customer perceived ethicality and brand equity, customer perceived ethicality and brand awareness, customer perceived ethicality and brand association, customer perceived ethicality and brand affect, customer perceived ethicality and customer value, customer perceived ethicality and perceived quality,  customer perceived ethicality and satisfaction, customer perceived ethicality and commitment, customer perceived ethicality and  attitude, customer perceived ethicality and brand image, customer perceived ethicality and brand loyalty, customer perceived ethicality and brand trust, customer perceived ethicality and purchase intention, customer perceived ethicality and corporate social responsibility. The present meta-analysis consists of fifty eight quantitative articles and two fifty one observations and the result shows a significant, positive and the strongest relationship between customer perceived ethicality and brand association whereas impact of brand communication on customer perceived ethicality and influence of customer perceived ethicality on brand equity, brand awareness, brand affect,  customer value, perceived quality, satisfaction, commitment, attitude, brand image, brand loyalty, brand trust, purchase intention and corporate social responsibility are also found positive  and significant.

Keywords: Customer Perceived Ethicality. Antecedents. Meta-Analysis