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1 – 2 of 2Vikas Kumar and Vikrant Kaushal
Ethical consumerism is gaining importance as consumers are becoming increasingly concerned about brands' moral intentions and social and legal practices. Hence, in a quest to…
Abstract
Purpose
Ethical consumerism is gaining importance as consumers are becoming increasingly concerned about brands' moral intentions and social and legal practices. Hence, in a quest to advance the current application of ethics in branding, this study substantiates literature by investigating consumer-perceived brand ethicality's (CPBE) role in affecting psychological, affective and behavioral responses of consumers (i.e. psychological brand ownership (PBO), brand commitment and willingness to pay a price premium (WPPP). Further, the authors test self-congruence as the boundary condition for CPBE.
Design/methodology/approach
Online survey method resulted in 408 responses, and the data were analyzed using structural equation modeling (SEM).
Findings
CPBE emerged as a predictor for PBO, brand commitment and WPPP. However, counterintuitively, self-congruence failed to reflect any moderating effect on the relationships between CPBE and PBO and CPBE and brand commitment.
Practical implications
Brands are encouraged to indulge in and reflect ethical practices to generate favorable consumer responses, i.e. PBO, brand commitment and WPPP.
Originality/value
Based on the ethical and psychological ownership theories, the investigation adds to the scholarship on CPBE and its outcomes. Arguably, it remains the first study to document the linkage between CPBE and PBO.
Details
Keywords
Crystal T. Lee, Zimo Li and Yung-Cheng Shen
The proliferation of non-fungible token (NFT)-based crypto-art platforms has transformed how creators manage, own and earn money through the creation, assets and identity of their…
Abstract
Purpose
The proliferation of non-fungible token (NFT)-based crypto-art platforms has transformed how creators manage, own and earn money through the creation, assets and identity of their digital works. Despite this, no studies have examined the drivers of continuous content contribution behavior (CCCB) toward NFTs. Hence, this study draws on the theory of relational bonds to examine how various relational bonds affect feelings of psychological ownership, which, in turn, affects CCCB on metaverse platforms.
Design/methodology/approach
Using structural equation modeling and importance-performance matrix analysis, an online survey of 434 content creators from prominent NFT platforms empirically validated the research hypotheses.
Findings
Financial, structural, and social bonds positively affect psychological ownership, which in turn encourages CCCBs. The results of the importance-performance matrix analysis reveal that male content creators prioritized virtual reputation and social enhancement, whereas female content creators prioritized personalization and monetary gains.
Originality/value
We examine Web 3.0 and the NFT creators’ network that characterizes the governance practices of the metaverse. Consequently, the findings facilitate a better understanding of creator economy and meta-verse commerce.
Details