Corporate reputation, ethical brand, and trust in the Brazilian industry
Autor(a) principal: | |
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Data de Publicação: | 2022 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | por eng |
Título da fonte: | Sistemas & Gestão |
Texto Completo: | https://www.revistasg.uff.br/sg/article/view/1639 |
Resumo: | All organizations rely on their reputation to strengthen their image and increase consumer trust and credibility in their products and/or services. In this context, developing an Ethical Brand (EB) and a Corporate Reputation (CR) continues to be a major challenge. Therefore, this research aims to investigate empirically how trust affects EB and CR. This study used secondary data from the Authenticity Gap Report (AGR), collected on-line in 160 Brazilian organizations, using a structured questionnaire to a non-probability sampling from 20 different industries with 1.328 Engaged Consumers. Different references were used for analysis: (i) the Trust model in buyer-seller relationships; (ii) the Ethical Reputation Brand model; and (iii) the CR Ranking Index (MERCO). The results indicated that three of five dimensions of the Trust model represented good CR indicators. From the 20 different industries analyzed, three have the best average, according to the MERCO Ranking and the three combined indicators from the AGR. Results demonstrated the role of authenticity, trust, and industry as a fundamental element to EB and CR. Different references were used for analysis: (i) the Trust model in buyer-seller relationships, (ii) the Ethical Reputation Brand model and (iii) the CR Ranking Index (MERCO). The results indicated that three of five dimensions of the Trust model represented good indicators of CR. From the 20 different industries analyzed, three have the best average according to the MERCO Ranking and the three combined indicators from the AGR. Results demonstrated the role of authenticity, trust and industry as a fundamental element to CR and EB. |
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Corporate reputation, ethical brand, and trust in the Brazilian industryReputação corporativa, marca ética e confiança na indústria brasileiraAll organizations rely on their reputation to strengthen their image and increase consumer trust and credibility in their products and/or services. In this context, developing an Ethical Brand (EB) and a Corporate Reputation (CR) continues to be a major challenge. Therefore, this research aims to investigate empirically how trust affects EB and CR. This study used secondary data from the Authenticity Gap Report (AGR), collected on-line in 160 Brazilian organizations, using a structured questionnaire to a non-probability sampling from 20 different industries with 1.328 Engaged Consumers. Different references were used for analysis: (i) the Trust model in buyer-seller relationships; (ii) the Ethical Reputation Brand model; and (iii) the CR Ranking Index (MERCO). The results indicated that three of five dimensions of the Trust model represented good CR indicators. From the 20 different industries analyzed, three have the best average, according to the MERCO Ranking and the three combined indicators from the AGR. Results demonstrated the role of authenticity, trust, and industry as a fundamental element to EB and CR. Different references were used for analysis: (i) the Trust model in buyer-seller relationships, (ii) the Ethical Reputation Brand model and (iii) the CR Ranking Index (MERCO). The results indicated that three of five dimensions of the Trust model represented good indicators of CR. From the 20 different industries analyzed, three have the best average according to the MERCO Ranking and the three combined indicators from the AGR. Results demonstrated the role of authenticity, trust and industry as a fundamental element to CR and EB.Todas as organizações dependem de sua reputação para fortalecer sua imagem e aumentar a confiança e credibilidade dos consumidores em seus produtos e/ou serviços. Neste contexto, o desenvolvimento de uma Marca Ética (ME) e de uma Reputação Corporativa (RC) continua sendo um grande desafio. Portanto, esta pesquisa tem como objetivo investigar empiricamente como a confiança afeta a ME e a RC. Este estudo utilizou dados secundários do relatório Authenticity Gap coletados online em 160 organizações brasileiras, utilizando um questionário estruturado para uma amostragem não-probabilística de 20 indústrias diferentes com 1.328 Consumidores Engajados. Diferentes referências foram utilizadas para análise: (i) o modelo de Confiança nas relações comprador-vendedor; (ii) o modelo de Marca de Reputação Ética; e (iii) o Índice de Classificação CR (MERCO). Os resultados indicaram que três das cinco dimensões do modelo de Confiança representaram bons indicadores de RC. Das 20 indústrias diferentes analisadas, três têm a melhor média, de acordo com o Ranking MERCO e os três indicadores combinados do relatório Authenticity Report. Os resultados demonstraram o papel da autenticidade, confiança e indústria como um elemento fundamental para a Marca Ética (ME) e Reputação Corporativa (RC).ABEC2022-04-05info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersiontext/htmlapplication/pdfapplication/epub+ziptext/htmlapplication/pdfapplication/epub+ziphttps://www.revistasg.uff.br/sg/article/view/163910.20985/1980-5160.2021.v16n2.1639Sistemas & Gestão; v. 16 n. 2 (2021): AGOSTO 20211980-516010.20985/1980-5160.2021.v16n2reponame:Sistemas & Gestãoinstname:Universidade Federal Fluminense (UFF)instacron:UFFporenghttps://www.revistasg.uff.br/sg/article/view/1639/1439https://www.revistasg.uff.br/sg/article/view/1639/1479https://www.revistasg.uff.br/sg/article/view/1639/1440https://www.revistasg.uff.br/sg/article/view/1639/1441https://www.revistasg.uff.br/sg/article/view/1639/1480https://www.revistasg.uff.br/sg/article/view/1639/1442Copyright (c) 2021 Sistemas & Gestãohttp://creativecommons.org/licenses/by/4.0info:eu-repo/semantics/openAccessMello, SylviaLanz, Luciano Tomei, PatriciaMarins, Patricia2022-04-05T16:48:00Zoai:ojs.www.revistasg.uff.br:article/1639Revistahttps://www.revistasg.uff.br/sgPUBhttps://www.revistasg.uff.br/sg/oai||sg.revista@gmail.com|| periodicos@proppi.uff.br1980-51601980-5160opendoar:2022-04-05T16:48Sistemas & Gestão - Universidade Federal Fluminense (UFF)false |
dc.title.none.fl_str_mv |
Corporate reputation, ethical brand, and trust in the Brazilian industry Reputação corporativa, marca ética e confiança na indústria brasileira |
title |
Corporate reputation, ethical brand, and trust in the Brazilian industry |
spellingShingle |
Corporate reputation, ethical brand, and trust in the Brazilian industry Mello, Sylvia |
title_short |
Corporate reputation, ethical brand, and trust in the Brazilian industry |
title_full |
Corporate reputation, ethical brand, and trust in the Brazilian industry |
title_fullStr |
Corporate reputation, ethical brand, and trust in the Brazilian industry |
title_full_unstemmed |
Corporate reputation, ethical brand, and trust in the Brazilian industry |
title_sort |
Corporate reputation, ethical brand, and trust in the Brazilian industry |
author |
Mello, Sylvia |
author_facet |
Mello, Sylvia Lanz, Luciano Tomei, Patricia Marins, Patricia |
author_role |
author |
author2 |
Lanz, Luciano Tomei, Patricia Marins, Patricia |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Mello, Sylvia Lanz, Luciano Tomei, Patricia Marins, Patricia |
description |
All organizations rely on their reputation to strengthen their image and increase consumer trust and credibility in their products and/or services. In this context, developing an Ethical Brand (EB) and a Corporate Reputation (CR) continues to be a major challenge. Therefore, this research aims to investigate empirically how trust affects EB and CR. This study used secondary data from the Authenticity Gap Report (AGR), collected on-line in 160 Brazilian organizations, using a structured questionnaire to a non-probability sampling from 20 different industries with 1.328 Engaged Consumers. Different references were used for analysis: (i) the Trust model in buyer-seller relationships; (ii) the Ethical Reputation Brand model; and (iii) the CR Ranking Index (MERCO). The results indicated that three of five dimensions of the Trust model represented good CR indicators. From the 20 different industries analyzed, three have the best average, according to the MERCO Ranking and the three combined indicators from the AGR. Results demonstrated the role of authenticity, trust, and industry as a fundamental element to EB and CR. Different references were used for analysis: (i) the Trust model in buyer-seller relationships, (ii) the Ethical Reputation Brand model and (iii) the CR Ranking Index (MERCO). The results indicated that three of five dimensions of the Trust model represented good indicators of CR. From the 20 different industries analyzed, three have the best average according to the MERCO Ranking and the three combined indicators from the AGR. Results demonstrated the role of authenticity, trust and industry as a fundamental element to CR and EB. |
publishDate |
2022 |
dc.date.none.fl_str_mv |
2022-04-05 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://www.revistasg.uff.br/sg/article/view/1639 10.20985/1980-5160.2021.v16n2.1639 |
url |
https://www.revistasg.uff.br/sg/article/view/1639 |
identifier_str_mv |
10.20985/1980-5160.2021.v16n2.1639 |
dc.language.iso.fl_str_mv |
por eng |
language |
por eng |
dc.relation.none.fl_str_mv |
https://www.revistasg.uff.br/sg/article/view/1639/1439 https://www.revistasg.uff.br/sg/article/view/1639/1479 https://www.revistasg.uff.br/sg/article/view/1639/1440 https://www.revistasg.uff.br/sg/article/view/1639/1441 https://www.revistasg.uff.br/sg/article/view/1639/1480 https://www.revistasg.uff.br/sg/article/view/1639/1442 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2021 Sistemas & Gestão http://creativecommons.org/licenses/by/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2021 Sistemas & Gestão http://creativecommons.org/licenses/by/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
text/html application/pdf application/epub+zip text/html application/pdf application/epub+zip |
dc.publisher.none.fl_str_mv |
ABEC |
publisher.none.fl_str_mv |
ABEC |
dc.source.none.fl_str_mv |
Sistemas & Gestão; v. 16 n. 2 (2021): AGOSTO 2021 1980-5160 10.20985/1980-5160.2021.v16n2 reponame:Sistemas & Gestão instname:Universidade Federal Fluminense (UFF) instacron:UFF |
instname_str |
Universidade Federal Fluminense (UFF) |
instacron_str |
UFF |
institution |
UFF |
reponame_str |
Sistemas & Gestão |
collection |
Sistemas & Gestão |
repository.name.fl_str_mv |
Sistemas & Gestão - Universidade Federal Fluminense (UFF) |
repository.mail.fl_str_mv |
||sg.revista@gmail.com|| periodicos@proppi.uff.br |
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1798320145059282944 |