Why ethical brands can boost customer relationships
24 January 2020
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.
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