Change search
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf
Does it matter to have an ethical brand?: A qualitative study of millennials perspective on unethical marketing activities within the soft drink industry
Jönköping University, Jönköping International Business School, JIBS, Business Administration. (53)
Jönköping University, Jönköping International Business School, JIBS, Business Administration. (53)
2019 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Background

Brand loyalty has been studied by a large number of scholars over the past few decades, including its impact on consumer purchase behavior and as a core concept when creating brand value. Having ethical business practice helps retain customers trust and enforce their loyalty to the brand. However, brand’s unethical behavior has always been a topic discussed by society, especially for the soft drinks industry.

Problem

Previous research has shown that there is a link between brand loyalty, brand trust and brand attachment. It has also been implied that consumers with high commitment to a brand might justify a brands unethical behavior. However, there is a lack of research within the field of brand loyalty and ethical business practices within the beverage industry.

Purpose

The purpose of this study is to understand how millennials with different levels of brand loyalty respond to unethical marketing activities to soft drink brands within the beverage industry. Furthermore, this research would like to give an insight to whether consumers care about ethical brands within this industry or not. Additionally, this study can help brands in the beverage industry to build their marketing strategies and maintain their consumer relationship.

Method

This study used a qualitative research method, where 15 semi-structured interviews were conducted with a purposive sampling method, with millennials as research objects. Additionally, the brand Pepsi has been used as a case to measure the participants brand loyalty in order to classify them to one of the three levels of loyalty in the conceptual framework. 

Conclusion

The results show that the more loyal consumers are towards brands, the less impact the brand’s unethical behavior has on them. For consumers with low loyalty, the chances of turning to alternatives when brands have ethical issues are greater. Whereas consumers who are on the Satisfied level have a neutral opinion towards the brand when it comes to unethical issues. While, consumers with high brand loyalty may ignore the brand's unethical behavior because of their loyalty and love for the brand. Brand image, product quality, product safety, environmental footprint and how brands handle the unethical issues have been identified as important factors when consumers make the purchasing decision.

Place, publisher, year, edition, pages
2019. , p. 63
Keywords [en]
brand loyalty, business ethics, marketing activities, millennials, soft drink, consumer perceived ethicality (CPE), ethical decision making
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-43985ISRN: JU-IHH-FÖA-1-20190956OAI: oai:DiVA.org:hj-43985DiVA, id: diva2:1319973
Subject / course
JIBS, Business Administration
Supervisors
Examiners
Available from: 2019-06-28 Created: 2019-06-03 Last updated: 2019-06-28Bibliographically approved

Open Access in DiVA

fulltext(1320 kB)19 downloads
File information
File name FULLTEXT01.pdfFile size 1320 kBChecksum SHA-512
93ce02d99b23db32a2c42c6ddcc2a5944a2124e19344022e827943a71383a1b9dc0ac11728e767ed96c96a90ffb22c99d6bed3644f486b0202b98aeeddcc4f01
Type fulltextMimetype application/pdf

By organisation
JIBS, Business Administration
Business Administration

Search outside of DiVA

GoogleGoogle Scholar
Total: 19 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

urn-nbn

Altmetric score

urn-nbn
Total: 53 hits
CiteExportLink to record
Permanent link

Direct link
Cite
Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf