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EMAC 2024 Annual


Is Your Brand Virtuous or Vice-ridden? Development and validation of the brand’s morality scale (MRLS)
(A2024-119312)

Published: May 28, 2024

AUTHORS

Artyom Golossenko, Cardiff Business School; Roberta Discetti, The Bournemouth University Business School; Hai-Anh Tran, Alliance Manchester Business School; Mansur Khamitov, Indiana University

ABSTRACT

This study presents the Brand Morality Scale (MRLS), a novel instrument for measuring brand morality, defined as a set of morally praiseworthy traits attributed to a brand. Across three phases with 2,028 participants, we comprehensively validated the MRLS, demonstrating its content, factorial, nomological, discriminant, and incremental validity, and ensuring its measurement invariance across diverse consumer groups. Grounded in virtue ethics and a person-centered approach to moral judgment, the MRLS distinctly measures brand morality, setting it apart from existing consumer perception scales. Our findings provide insights into how brand actions, particularly in crisis situations like product harm, influence consumer perceptions of brand morality. The development of the MRLS represents a significant contribution to the fields of consumer psychology, enhancing our understanding of brand morality and its implications.