M.A. Thesis:

The Role of Business Ethics and Social Responsibility of Employees in Brand Attitude

Abstract The consumer's perception of the brand forms the basis of the buying decision and the brand's trust, and the greater the value of the brand in the minds of consumers, the company can gain more benefit from consumers. The present study has studied the business ethics and social responsibility of employees on brand brand attitudes that have been surveyed in terms of purpose-based classification based on the applied and descriptive-correlation research method. The statistical population of the study consisted of all customers and beneficiaries of the products or services of the thirteen units of the Jovin Agro Company. The sample size was determined based on Morgan table as the statistical population was unlimited. Therefore, 250 questionnaires were distributed to the statistical population by stratified random sampling method. After removal of incomplete and misleading questionnaires, 226 copies were included in the analysis of the company. The validity of the research tool was calculated using face-to-face validity, content, and confirmatory factor analysis and its reliability was calculated through Cronbach's alpha. The research tool was used in the evaluation of business ethics based on the study models of Freel et al. (2018) and Park, Kim and Jacobon (2017), with triple dimensions; behavioral values (ethics); ethical standards and organizational commitment; standard social responsibility responsibility questionnaire for staff Carroll (1991) and the brand-brand attitude questionnaire have been used by combining the service brand judgment models, Grace and Ocas (2005), derived from the study of Grisugo and Griestallis (2014). In order to analyze the data, structural equation modeling using Smart PLS software was used. The results of the information analysis indicate that the effect of the dimensions of business ethics on brand brand attitudes has been different in intensity, so that the coefficient of t estimated by virtue of ethical standards on the organizational commitment of employees is equivalent to 0.791 with reverse relationship and severity A relatively strong, influential range has been achieved, but the effect of employee social responsibility on Brand Brand Attitudes, with a coefficient of 0.312, is effective.

Keywords: Key words: Business Ethics, Ethical Standards, Social Responsibility and The View of the Brand.