Loyalty beyond transactions: the role of perceived brand ethics in e-commerce

Loyalty beyond transactions: the role of perceived brand ethics in e-commerce

IntroductionAs digital platforms increasingly shape consumer behavior, understanding the factors that drive customer loyalty has become a critical area of research. This study examines the role of Perceived Brand Ethics (PBE), Trust, and Customer Experience (CX) in fostering Brand Engagement (BE) an...

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Bibliographic Details
Main Authors: Nathalie Peña-García, Enrique ter Horst
Format: Article
Language:English
Published: Frontiers Media S.A. 2025-05-01
Series:Frontiers in Communication
Subjects:
perceived brand ethics
e-commerce platforms
loyalty
trust
customer experience
brand engagement
Online Access:https://www.frontiersin.org/articles/10.3389/fcomm.2025.1605171/full
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