The Relationship between Business Ethics and Corporate Social Responsibility with Brand Attitude

Today, business ethics and corporate social responsibility have a very important role in the success of organizations and positive attitude of customers to the brand. Therefore, the present study was conducted with the aim of analyzing the relationship between business ethics and corporate social responsibility with brand attitude and the moderating role of customer perceived quality.

The research method is descriptive-correlational which is done by survey method and is developmental-applied in terms of purpose. The statistical population is the customers of Iran Khodro Company's passenger cars in Tehran. 385 people were selected by simple random sampling. The data collection tool was a questionnaire and the data were analyzed using SPSS and PLS Smart software and structural equation modeling.

While confirming the proposed model, the findings showed that there is a positive and significant relationship between business ethics and corporate social responsibility with brand attitude. Also, there is a significant and positive relationship between these variables due to the moderating role of perceived quality and the role of the moderating variable was confirmed.

The results show that ethics and social responsibility are important for organizations. And not paying attention to them has high costs for organizations. Therefore, organizations should identify these behaviors and apply them in their strategic structure and plan.