通过可持续发展实践塑造品牌态度:TSR 方法

IF 3.8 4区 管理学 Q2 BUSINESS
Sandeep Jagani, Vafa Saboorideilami, Saraf Tarannum
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引用次数: 0

摘要

目的本研究旨在通过变革性服务研究(TSR)的视角,探讨可持续性实施、品牌意识、品牌态度和品牌忠诚度之间的条件关系。本研究还旨在解释在社会和环境可持续发展举措的背景下,品牌忠诚度如何调节品牌意识和态度之间的中介效应。设计/方法/途径本文利用来自 31 家著名服务公司及其 6891 名客户的一手和二手数据来源,研究了可持续发展实践和品牌意识对客户态度的影响。本文还研究了品牌忠诚度的调节中介效应,解释了在实施可持续发展的背景下,品牌忠诚度如何改变品牌态度。最后,本研究对环境和社会如何影响忠诚客户的品牌态度进行了比较分析。 研究结果可持续发展的实施对品牌意识和客户态度都有负面影响。可持续发展的实施对品牌认知度和顾客态度都有负面影响,但对品牌忠诚度高的顾客来说,这种负面影响会得到缓解,从而产生积极的品牌态度。此外,比较分析表明,在高忠诚度的情况下,社会责任的实施会对品牌态度产生积极影响。研究局限性/意义本研究采用了研究人员对企业可持续发展实践的主观判断,并将其与通过调查问卷收集的顾客态度相结合。此外,数据集包括来自 31 家大型服务公司的数据,这可能会限制研究结果对大型服务公司的普适性。实践意义当客户对品牌的忠诚度较高时,可持续发展实践的积极成果最为明显。社会实施对品牌态度的影响更大,尤其是在忠诚客户中。原创性/价值这项研究以 TSR 为视角,加深了我们对可持续发展如何影响消费者心理的理解,同时还通过使用先进的统计模型和多种数据来源,在方法论上取得了进步。本研究的独特之处还在于研究了环境和社会可持续发展措施如何影响品牌态度,尤其是对那些表现出强烈品牌忠诚度的顾客的影响。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Shaping brand attitudes through sustainability practices: a TSR approach

Purpose

This study aims to investigate the conditional relationships among sustainability implementation, brand awareness, brand attitude and brand loyalty through the lens of transformative service research (TSR). The research also aims to explain how brand loyalty moderates the mediated effect of brand awareness and attitude in the context of social and environmental sustainability initiatives.

Design/methodology/approach

Using both primary and secondary data sources from 31 prominent service companies and their 6,891 customers, this paper investigates the impact of sustainability practices and brand awareness on customer attitude. The paper also examines the moderated mediation effect of brand loyalty, explaining how it alters brand attitudes in the context of sustainability implementation. Finally, the study conducts a comparative analysis of how environmental and social shape brand attitudes in loyal customers.

Findings

Sustainability implementation has a negative impact on both brand awareness and customer attitude. However, this negative influence is mitigated for highly brand-loyal customers, resulting in a positive brand attitude. Further, the comparative analysis reveals that social implementation positively influences brand attitude in high-loyalty contexts.

Research limitations/implications

This research uses subjective judgments of researchers regarding companies’ sustainability practices, combining them with customer attitudes gathered through survey questionnaires. Additionally, the data set comprises data from 31 large service companies, potentially limiting the generalizability of findings to large service companies. Nevertheless, this paper extends TSR into the realm of sustainability and branding.

Practical implications

The positive outcomes of sustainability implementation practices are most pronounced when customer loyalty toward a brand is strong. Social implementation has a more potent effect on brand attitude, particularly among loyal customers. Companies can tailor their sustainability efforts more effectively.

Originality/value

With the lens of TSR, this research deepens our understanding of how sustainability affects consumer psychology but also offers a methodological advancement by using advanced statistical models and a variety of data sources. The distinctiveness of this research is also highlighted in the examination of how environmental and social sustainability initiatives influence brand attitude, especially among customers who exhibit strong brand loyalty.

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来源期刊
CiteScore
7.80
自引率
20.50%
发文量
63
期刊介绍: ■Customer policy and service ■Marketing of services ■Marketing planning ■Service marketing abroad ■Service quality Capturing and retaining customers in a service industry is a vastly different activity to its product-based counterpart. The fickle nature of today"s consumer is a vital factor in understanding the factors which determine successful holding of market share - and the intense competition within the sector means practitioners must keep pace with new developments if they are to outwit competitors and develop customer loyalty.
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