Issue Details

THE IMPACT OF ETHICAL BRANDING ON FIRM’S GOODWILL: A COMPREHENSIVE ANALYSIS

ABSTRACT

This research study investigates the idea of ethical branding and how it relates to the goodwill of corporations. Due to a paucity of study, the social components of brands have traditionally been addressed to a far lesser extent than their economic aspects, which have traditionally been the primary focus of brand analysis. When it comes to the administration of corporate goodwill, the management of a corporate brand is of the utmost importance. A company’s reputation may be strengthened when it adopts ethical business practises since this boosts the overall goodwill of the firm, which in turn strengthens the reputation of the company’s brand. However, as recent high-profile business scandals have shown, participating in unethical behaviour may have devastating effects, putting at risk or even wiping out the whole intangible asset. Ethical branding has the ability to confer a competitive edge onto businesses in today’s market, when a rising number of customers are developing a heightened ethical conscience.

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