Ansvarstagande varumärken i väpnade konflikter

Sammanfattning: Research question: How do different actions from corporations, in countries waging war, affect consumers' perception of the corporation? Purpose: The purpose of this study is to examine how consumers´ perception of brands are affected by corporations' actions in countries waging war. Theoretical perspectives: The main theories cover how brands´ perceived Business Ethics and perceived CSR affects Brand Fidelity and how brands are affected by inconsistent behaviour. Methodology: The study uses a quantitative experiment and applies a deductive approach. Results and analysis: When corporations stop selling products in a country waging war, perceived CSR, perceived Business Ethics and perceived CWR increase. When corporations continue to sell their products in one or two countries waging war, the perceived CSR, perceived CWR and Brand Attitude decreases. Brands who act differently in two different countries waging war, experience decreased Brand Attitude, Brand Love and Brand Fidelity. Conclusion: Brand Fidelity and Brand Love does not get affected when corporations stop selling or continue to sell their products in countries waging war, except when corporations act inconsistent. Perceived CSR, perceived Business Ethics, perceived CWR and Brand Attitude can be affected by corporations´ actions in countries waging war. In the context of armed conflicts, perceived CSR and perceived CWR are contributing more strongly to Brand Fidelity than perceived Business Ethics does.