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Why ethical brands can boost customer relationships

Customers are increasingly demanding that their favourite brands behave ethically. Many brands have started to invest in ethics to differentiate themselves from their competitors.

In their research findings, Esade Professors Oriol Iglesias and Vicenta Sierra reveal how brands that promote ethical principles can boost their corporate image and strengthen customer relationships.

This video is based on research findings published in the Journal of Business Ethics.

All written content is licensed under a Creative Commons Attribution 4.0 International license.