Brand image is important in business as it determines the attitude of customers. Corporate entities require a constant influx of consumers to successfully develop. There are several factors motivating customers to choose a particular brand, which include the quality of products, the ethical principles that businesses follow, and corporate social responsibility. The relation between the products’ quality and customers’ attitude has been established to have a positive correlation. When it comes to the other two factors, there is limited research concerning them. Business ethics manifests itself in the companies’ methods, which can incorporate charity, treatment of the environment, stance on corporate corruption, bribery, and other issues that can harm society. Corporations can develop their social responsibility by such actions as customer privacy, feedback, and bonuses. Both are prevalent in defining consumer preferences. Yet there is no scientifically established viewpoint on what should take priority. The lack of available research into the relationship between customer conduct and companies’ ethics and corporate social responsibility, compelled a study of which of the two factors have a stronger impact on brand attitude. The study is described in the article that is titled “Business ethics, corporate social responsibility, and brand attitudes: An exploratory study”. It was written by four American scholars: O.C. Ferrell, Dana E. Harrison, Linda Ferrell, and Joe F. Hair. The article was published in the Journal of Business Research in February 2019. It is a monthly academic journal, which gathers research of business in all its areas. The article can be accessed on pages 491-501 of the 95th volume. The journal does not use issue numbers, relying on theme sections to structure publications. Preliminary Analysis Due to the high degree of novelty in the study, the study is multi-layered, with different permutations of the phenomenon under investigation. The Ferrell et al. (2019) state that the aim of their research is “to determine the relative importance of business ethics and CSR in determining brand attitudes” (p. 492). The research objectives include identifying the relation between company behaviors, business ethics, corporate social responsibility, and brand attitudes. The research is exploratory in nature since it examines the subject matter from the perspective that had not been considered in the past. Regarding the theoretical framework, Ferrell et al. (2019) point out that “an artifact approach is used to identify and differentiate business ethics and social responsibility” (p. 493). The study refers to the artifacts as the possible results of decision making that are analyzed in four scenarios. The research concludes that business ethics is essential in preserving brand attitude. As a result, customers pay more attention to the performance, rather than activities done to ensure positive corporate image. Therefore, corporate social responsibility should not be prioritized to the detriment of brand quality. Methods & Empirics The study used a combination of quantitative and qualitative methods. To implement the qualitative aspect, “four scenarios were developed with each scenario consisting of both business ethics and CSR components” (Ferrell et al., 2019, p. 493). The authors used the material gathered from the interviews that had been conducted before the study as a basis for the four hypothesized variants of correlation between companies’ conduct and consumer’s attitud