Exploring origins of ethical company/brand perceptions: Reply to Shea and Cohnʹs commentaries

This article responds to key questions that Shea (2010) and Cohn (2010) raise on Brunkʹs (2010a) work on consumer perceived ethicality (CPE) of a company or brand and expands on suggestions for further research. In particular the response here (1) considers concerns of generalizability, impact of cultural context, and transiency of the domain of CPE framework, (2) offers new insights into the complex and dynamic nature of CPE and its formation, (3) discusses issues relating to ethical consumption behavior, and (4) concludes with a debate on managerial implications including real-life strategic as well as operational challenges of effective CSR management.