A mixed-method study on consumers’ perception of brand morality and measurement

Yunyi Wei*, Jason Sit, Yuksel Ekinci

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contribution


Purpose: The present study challenges the conventional wisdom of theorising and measuring brand morality. Instead, it proposes an alternative mixed-method approach to examine and understand the concept to reflect today's consumer perceptions better.

Methodology: We followed the guidelines of Churchill (1979) and De Vellis (2021) and designed and conducted a mixed methodology to gauge and understand today's consumer perceptions of brand morality.

Findings: Morality can be a meaningful and practical concept for guiding brands to engage in good behaviours and avoid bad ones. Conventional wisdom un-differentiates brand morality from brand ethics and ignored their nuanced distinction. Grounded in two morality-focused theories, the present study identifies brand morality as related to but distinct from brand ethics. The two dimensions unique to brand morality are wisdom and decency.

Originality and value: The present study represents one of the few studies that differentiate morality from ethics in the branding literature. It also represents the first study that considers and synthesises two theories to explain and measure brand morality: Moral Foundations Theory and Moral as Cooperation.
Original languageEnglish
Title of host publicationProceedings of the 2023 Academy of Marketing Science World Marketing Congress
PublisherKent Business School
Publication statusAccepted for publication - 19 Jan 2023
EventAcademy of Marketing Science World Marketing Congress - Kent Business School, Canterbury, United Kingdom
Duration: 11 Jul 202314 Jul 2023


ConferenceAcademy of Marketing Science World Marketing Congress
Abbreviated titleAMS GWC
Country/TerritoryUnited Kingdom
Internet address


  • Morality
  • Branding
  • Consumer perception
  • Scale development

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