en تخصصي Special Original Article <span style="font-size:14px;"><span style="font-family:Times New Roman;"><span style="line-height:115%"><b><span style="line-height:115%">Introduction</span></b><span style="line-height:115%">: The concept of ethical branding comes from the intersection of business ethics and brand management. An ethical brand is a brand that prevents harm to others. The purpose of this research is to provide a model of ethical variables influencing branding.</span></span><br> <span style="line-height:115%"><b><span style="line-height:115%">Material and Method</span></b><span style="line-height:115%">s: The current research is qualitative and among exploratory and applied research. The statistical population of this research includes business owners in East Azerbaijan province. Through targeted sampling, 15 people were selected as a sample from the target population. The data collection tool was semi-structured in-depth one-on-one interviews. Finally, the obtained data were recorded and analyzed by theme analysis method using MAXQDA₁₈ software.</span></span><br> <span style="line-height:115%"><b><span style="line-height:115%">Results</span></b><span style="line-height:115%">: Examining the findings and conducting thematic analysis indicated the effect of 4 main ethical variables or main themes, which included: corporate ethical philosophy, corporate ethical communication, corporate ethical culture and ethical image.</span></span><br> <span style="line-height:115%"><b><span style="line-height:115%">Conclusion</span></b><span style="line-height:115%">: The unethical activities of businesses have caused many concerns for managers and academic researchers, because unethical behavior on the one hand affects the brand&#39;s personality and on the other hand, the decline of the company&#39;s reputation among customers, lack of it leads to repeat purchases and sanctions and punishment of the business by customers. Paying attention to the 4 factors presented in the formation model of ethical branding can have a significant impact on creating brand trust and satisfaction in commercial businesses.</span></span></span></span><br> &nbsp; Ethics, Branding, Business 35 40 http://ijethics.com/browse.php?a_code=A-10-254-1&slc_lang=en&sid=1 Behzad Velady behzadvelady@ut.ac.ir 10031947532846002900 0009-0008-4636-2644 No Ph.D. Student of business administration, Aras International Campus, Tehran University, Tehran, Iran Mohammad Rahim Esfidani esfidani@ut.ac.ir 10031947532846002901 10031947532846002901 Yes Department of Business Administration, Faculty of Management, University of Tehran, Tehran, Iran Tahmores Hasangholipor Yasori thyasory@ut.ac.ir 10031947532846002902 10031947532846002902 No Department of Business Administration, Faculty of Management, University of Tehran, Tehran, Iran