Ethical decision-making process

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Table of contents

1. Introduction 
1.1. Background
1.2. Problem Discussion
1.3. Purpose and Research question
1.4. Definitions
2. Frame of Reference 
2.1. Process of collecting the literature
2.2. Brand
2.3. Brand Loyalty
2.4. Brand Attachment
2.5. Brand Trust
2.6. Business Ethics
2.7. Ethical decision-making process
2.8. Consumer Perceived Ethicality (CPE)
2.9. Millennials (Generation Y)
3. Methodology
3.1. Methodology
3.2. Method
3.3. Data Collection
4. Findings
4.2. Satisfied Consumers
4.3. Low Loyal Consumers
5. Analysis
5.1. High Loyalty Consumers
5.2. Satisfied Consumer
5.3. Low Loyalty Consumers
5.4. Response to general ethical issue
5.5. Cultural differences
6. Conclusion
7. Discussion
References
Appendices