Ethical customer responsiveness in branded running events: a multiple mediation model for developing brand engagement

Purpose – This study aims to examine the critical role of ethical customer responsiveness in shaping customer brand engagement within the dynamic context of branded running events. By exploring the multiple mediation effects of customer-brand identification and satisfaction, the research advances understanding of how customer ethical practices influence cognitive, emotional and behavioral outcomes in experiential sports branding. Design/methodology/approach – A quantitative survey was administered to 251 participants of branded running events in Greece. Data were analyzed using Confirmatory Factor Analysis and Path Analysis to test the proposed multiple mediation model. Findings – The results underscore the transformative impact of ethical customer responsiveness on brand engagement and validate a three-path mediation model, highlighting the interconnected roles of identification and satisfaction as critical mechanisms translating ethical practices into customer brand engagement. Practical implications – Event organizers and brand managers are encouraged to prioritize ethical transparency and customer-centric practices to cultivate stronger identification, satisfaction and engagement. By leveraging ethical responsiveness as a strategic asset, they can develop customer-brand relationships and boost participant retention in the highly competitive running events market. Originality/value – The research enriches corporate social responsibility and sports branding literature by addressing the underexplored role of ethical responsiveness in fostering customer brand engagement in the experiential context of running events.