This book examines the relationship between the perceived corporate
ethical behaviour and Brand Trust in the innovative online
environment. Hitherto there has been extremely limited literature
about this issue and Delgado's Brand Trust model is associated for
the first time with the characteristics of an ethical company. The
existing bibliography is sketched, touching upon the interaction of
CSR and Brand Trust in the novel communicative context of the
Internet. Mixed methodology, by means of small-scale survey and
in-depth interviews, was used in order to integrate the
quantitative and the qualitative results for an overall
interpretation of the research issues. Internet is found to be the
most appropriate medium for communicating CSR to contemporary, more
ethically oriented consumers that expect from companies to manifest
social responsibility and concern. Through the use of SPSS, data
analysis supports the initial presupposition that Brand Trust and
perceived ethical behaviour correlate strongly.
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