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The purpose of this study is to examine the mediating role of moral identity on the relations between the independent variable of spirituality and the original consumer ethics scale (OCES) and attitudes towards doing good and recycling practices of the consumer.

To test the various hypotheses of the model, the methodology used is that of partial least squares (PLS) path-modelling, which is a variance-based structural equation modelling (SEM).

This research reveals a full mediation of the construct of moral identity in the relationship between spirituality and doing good/recycling practices, and the rejection of those who do not perform these practices that are responsible from the point of view of sustainability. In addition, the existence is shown of a partial mediation of the construct of moral identity in the relationship between spirituality and consumer ethics scale (CES).

It is demonstrated that the main effect on the attitude of consumers towards the consumption of products and services of companies whose behaviour is responsible towards sustainability is mainly motivated by having a high standard of ethical and moral values and such strong beliefs, such as those of honesty, kindness, generosity and compassion. The main implication of this investigation is that the authors’ results suggest that the identification of these types of consumers would constitute an effective marketing strategy and an important variable of segmentation.

This research is unique in two ways. First, this study proposes a model that provides a solution to the research problems caused by the incorporation of a fifth dimension into the OCES. Second, this paper is the first to investigate the role played by the moral identity as a mediator between the relationship of spirituality and attitudes towards unethical behaviour and doing good/recycling practices.

The objective of this paper is to improve the knowledge about ethical content of franchising associations at a worldwide level.

To do this, the authors compared the content of 46 deontological codes of franchising associations from five continents to the standards established in the so‐called C‐40 or model of franchising deontological codes.

Results show that, in general, ethical content included in deontological codes of franchising associations is not very large, requiring progress in improving its structure and content. In any case, according to the contents of their deontological codes, there are two groups of franchising associations worldwide. On the one hand, those taking the archetype of the European Franchise Federation code (30 associations), which show a greater number of ethical issues and have a better structured code than the other group that do not follow the European code (16 associations).

Although currently the majority of franchisees and franchisors associations' have or are in the process of developing a deontological code, there is little knowledge about “how a good code should be”, “what is the content it must include to perform properly” and if “existing codes of franchise associations are appropriated”. The answer to these questions, given the existing gap in the literature, is the value of this work.

The main objective of this study is to identify some of the variables that affect the perception of Brazil country brand, as well as the knowledge of the relationships between them.

The proposed model aims to find out the influence of the affective image, the cognitive image, the identity and the reputation on the country brand. Partial Least Squares (PLS) is the method used to test the proposed model.

According to the results obtained, it seems that both identity and reputation have a positive and significant effect on the country brand. On the other hand, the cognitive image is positively related to identity and the affective image, while it is surprising that the affective image itself shows no significant influence on identity.

The study is of particular interest to the policy makers of territories, explaining the factors they must influence in order to successfully enhance the country brand. It also contributes to theoretical development by proposing a conceptual model that highlights the importance of the cognitive image in the country brand, due to its effect on the affective image and identity.

El principal objetivo de este estudio es identificar algunas de las variables que inciden en la percepción de la marca país Brasil, así como el conocimiento de las relaciones entre ellos.

El modelo propuesto tiene como objetivo conocer la influencia de la imagen afectiva, la imagen cognitiva, la identidad y reputación en la marca país. El PLS (Partial Least Squares) es el método utilizado para probar el modelo propuesto.

Según los resultados obtenidos, parece que tanto la identidad como la reputación tienen un efecto positivo y significativo en la marca país. Por otro lado, la imagen cognitiva se relaciona positivamente con la identidad y la imagen afectiva, mientras que sorprende que la imagen afectiva en sí misma no muestra una influencia significativa sobre la identidad.

El estudio es de especial interés para los responsables políticos, ya que explica los factores que debe influir para potenciar con éxito la marca país. También contribuye al desarrollo teórico proponiendo un modelo conceptual que resalte la importancia de la imagen cognitiva en la marca país, por su efecto sobre la imagen e identidad afectiva.