The Relationship between Ethical Brand and Company Reputation: The Malaysian Perspective

Abstract

This paper reports the initial finding on examination of the effect of product and service quality on ‘ethical brand’, which in turn may influence a company’s reputation among industrial buyers that use electronic office equipment. The current study is informed by 50 experienced industrial buyers when buying electronic office equipment in Malaysia. The initial result does show that ethical brand has a full mediation impact on corporate reputation. In general, this study adds to the existing literature on branding and reputation by introducing the concept of the ‘ethical brand’ in order to understand the formation of a company reputation.