ETHICAL BRANDING AND VALUE CO-CREATION BEHAVIOR OF CUSTOMER: RESEARCH ON THE HOUSEHOLD ELECTRONIC PRODUCTS IN HANOI

Abstract

Brand which is an intangible asset of the firms, plays an important role in the purchase behavior
dicision of consumer. So that issue of brand/ branding has received the attention of many scholars
and practioners in recent years. In which, ethical branding is emerging as among the most important
topics. This research examines the effects of ethical branding in stimulating the value co-creation
behavior of consumers. The current research also attempts to analyze the mediating role of
consumers’ brand trust and brand emotion in the relationship between the perception of ethical
branding and brand co-creation behavior of consumers. This is a new research topic in Vietnam as
well as in the world, we applies both qualitative and quantitative method to have a more
comprehensive understanding. To test the hypothesis, we collect the data from 150 consumer who
have purchased the household electronic products in Hanoi by a questionnaire survey. The data was
analyzed by applying PLS - SEM approach through SmartPLS software. The results showed that
ethical branding has direct effect on a consumers’ brand value co-creation behavior. In addition, the
evidence confirms the mediating effects of brand trust and brand emotion of consumer in this
relationship.