The purpose of this study is to determine how consumer perceptions of brand ethical behavior can affect their commitment to brands during turbulent times. A study of the effects of perceived ethical behavior of brands in Colombia during the initial months of the COVID-19 outbreak was conducted in May 2020 in Bogota, Colombia, to ascertain customer perception of brand ethical actions during the first 2 months of the COVID-19 outbreak. A Bayesian model was developed to assess the impact of brands' ethical behavior on brand recognition benefits, brand image, and brand commitment. The selection of the initial months of the outbreak for this project was important because the COVID-19 pandemic had the potential to augment consumer perception of brands' ethical actions at a pivotal moment in consumers' lives. Our findings demonstrate that customers expressed a positive perception of brands' ethical actions during the early months of the pandemic, which resulted in high commitment intention to these brands in the model examined. The findings highlight the critical nature of the perception of ethical behavior in the eyes of customers during a major global health crisis. More than ever, organizations must commit their brands to fully live out their publicly expressed ethical principles and continuously monitor consumer perceptions of brand attributes and behaviors associated with ethical actions regardless of market conditions. Commitment to living the brand's stated ethical principles can be demonstrated via branding activities in ways that can be especially welcomed by customers during turbulent times. The insights mentioned in this article are crucial for brands already present in South America or exploring expansion into these regions. The findings provide compelling evidence of the impact of ethical actions on consumer commitment to brands, suggesting that brands must now, more than ever, stay in touch with their customers and truthfully live the ethical values they transmit to customers.

Trust in a company's brand is essential for businesses that rely on repeat business from customers. In light of this, this study aims to investigate the key factors that drive customer trust in airline brands within the Latin American context. In order to accomplish this goal, an augmented version of AIRQUAL was utilized to evaluate Colombian native customers' perceptions of the customer experience (CX) provided by Avianca, a well-known and highly regarded airline active in Latin America. AIRQUAL is a model used to evaluate the quality of airline service proposed by Nadiri et al. (2008). It consists of five dimensions: airline tangibles, terminal tangibles, personnel services, empathy, and image. These dimensions were expanded to capture additional touchpoints identified in the literature. They represent internal and external touchpoints that make up the airline customer experience, resulting in a more robust research model. The additional dimensions, namely the impact of perceptions associated with other customers and the process of the purchase experience, were incorporated to account for a more holistic assessment of the experience provided. They also help capture the three stages of the experience provided by the airline as proposed by Namukasa (2013) before, during, and after the flight. The examined drivers of brand trust in the proposed model were the dimensions of the augmented AIRQUAL model and a measure of CX. Results indicate that while most dimensions impact brand trust, CX was identified as the key driver of brand trust and acted as a mediator of the dimensions of the augmented AIRQUAL and brand trust. According to the findings of this research, all three aspects of service quality—pre-flight service quality, in-flight service quality, and post-flight service quality—are of comparable significance and have a significant bearing on how customers evaluate their experiences.

Firm–employee relationships are a prerequisite for customer–firm relationships and, consequently, to organizational success. The development of such relationships can be particularly challenging for retailers because of the complexity of the service component inherent to the environment in which they usually operate. For this reason, organizations need to align employee behaviors with the corporate brand promise so that they can perform a more active role as brand ambassadors. This issue becomes even more complex for organizations with a presence in foreign markets. This study focuses on how the adoption of in-role branding behavior by front-line employees (FLEs) can be influenced by the level of commitment FLEs display towards the corporate brand and how commitment is consequently influenced by corporate brand identity and corporate brand identity FLES’ perception of their role within the organization. The object of the study was the employees of Falabella, a multinational retailer based in Chile with a strong presence in the Colombian market. Results obtained demonstrate that brand commitment positively and significantly impacts FLE brand-oriented behavior in the retail context examined. More specifically, brand identity and role clarity positively impact brand commitment, leading to a positive impact on FLE brand behavior and job satisfaction. The results of this study offer valuable insight for scholars and practitioners regarding employee brand behavior’s engendering process within a retail environment in an emerging market.

Purpose: This study aims to comprehend the impact of omnichannel strategies and customer experience on brand engagement in the banking sector. Design/methodology/approach: The self-determination theory (SDT) is applied to validate its effects on omnichannel perception, customer experience and brand engagement. A quantitative research approach was employed to gather comprehensive insights, using a structured questionnaire to survey 2029 bank users in five countries: Argentina, Brazil, Spain, Mexico and the United States. Findings: Research confirms the positive impact of omnichannel perception and customer experience on brand engagement. Noteworthy patterns between Brazil and Argentina reveal similarities in brand engagement behavior, with Brazil standing out as a performer. Originality/value: The study emphasizes the critical importance of integrating multiple channels to optimize user experience and increase brand engagement in the banking sector. The application of SDT provides a valuable framework for understanding the motivational factors influencing consumer behavior in omnichannel environments, contributing to the originality of the research.