Demanding customers favor ethical brands
Interesting enough there is growing evidence for this concept. A fellow Medinge Member, Professor and Director of the Marketing Management Department at Esade Business & Law School, Oriol Iglesias together with his colleague Vicenta Sierra further researched the benefits and found that customers are increasingly demanding that their favourite brands behave ethically. As well as brands that promote ethical principles can boost their corporate image and strenghten customer relationships.
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