ǂThe ǂinfluence of brand sustainability on purchase intentions
ǂthe ǂmediating role of brand impressions and brand attitudes
Abstract
Consumers increasingly expect corporate brands to be sustainable and uphold their ethical values. To explore this topic, we draw on the impression formation literature from social psychology to investigate how perceptions of corporate sustainability activities influence the formation of corporate brand impressions (regarding the dimensions of brand warmth, competence, and morality), which in turn translate into favourable brand attitudes and purchase intentions. In collaboration with a market research company, we conducted an online survey of 441 respondents who evaluated a range of real-world corporate brands from different industries. The results show that brand sustainability has a positive indirect effect on purchase intentions mediated by brand impressions and attitudes towards a brand. We show that brand impressions and attitudes function as complementary mediators, meaning that consumers’ beliefs about a company’s sustainability activities directly affect the consumers’ behavioural intentions. Moreover, we demonstrate that brand warmth, competence, and morality are fundamental dimensions of consumers’ brand impressions. We discuss the implications of the findings and future research directions in the field of corporate brand impressions and sustainability.
Keywords
trženje;blagovne znamke;vedenje potrošnikov;marketing;brands;consumer behaviour;
Data
| Language: | English |
|---|---|
| Year of publishing: | 2022 |
| Typology: | 1.01 - Original Scientific Article |
| Organization: | UL EF - Faculty of Economics |
| UDC: | 339.138 |
| COBISS: |
114889475
|
| ISSN: | 1350-231X |
| Views: | 57 |
| Downloads: | 8 |
| Average score: | 0 (0 votes) |
| Metadata: |
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Other data
| Secondary language: | Slovenian |
|---|---|
| Secondary keywords: | trženje;blagovne znamke;vedenje potrošnikov; |
| Type (COBISS): | Article |
| Embargo end date (OpenAIRE): | 2023-07-09 |
| Chronology: | [in press] 2022 |
| DOI: | 10.1057/s41262-022-00280-y |
| ID: | 15956610 |
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