确保企业实施可持续营销的品牌忠诚度:路线图

IF 3.1 Q2 BUSINESS
Sujata Khandai, Jones Mathew, Renu Yadav, S. Kataria, H. Kohli
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引用次数: 6

摘要

目的探讨企业可持续营销实践对消费者态度和行为品牌忠诚度的影响。此外,本研究还旨在探讨品牌信任和品牌情感对这种关系的中介作用。设计/方法/方法采用描述性和因果性研究相结合的方法,从582名受访者中收集数据,并使用结构方程建模进行处理,以建立多变量关系。PROCESS方法用于估计调解效果。发现一个相当有价值的见解是,对于采用可持续营销实践的公司来说,品牌信任和品牌影响力在培养消费者的态度和行为品牌忠诚度方面发挥着重要作用。研究结果表明,可持续的营销实践会增强品牌信任,进而转化为更高水平的品牌影响力,从而导致态度上的品牌忠诚度,并进一步导致行为上的品牌忠诚。本研究还强调了品牌影响在培养持久行为品牌忠诚度方面的重要性。研究局限性/含义如今的消费者正在改变他们的消费习惯,他们更喜欢满足意识形态和象征性的需求,而不仅仅是理性的需求。因此,实施可持续营销的营销人员应致力于利用品牌信任和品牌影响力来确保持久的行为品牌忠诚度。独创性/价值对可持续营销实践对品牌相关变量的影响的研究有助于更好地理解强调基于情感的持久忠诚运作的机制。提供有关可持续营销实践及其消费者行为见解的绝大多数研究都以欧洲和美国的观点为主,很少有研究关注发展中经济体。这项研究试图通过探索印度的个人护理市场来填补这一空白。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Ensuring brand loyalty for firms practising sustainable marketing: a roadmap
Purpose The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also aims to explore the mediating effect of brand trust and brand affect on this relationship. Design/methodology/approach A combination of descriptive and causal research has been used, for which data was collected from 582 respondents and processed using structural equation modeling to establish multivariate relationships. The PROCESS method was used to estimate mediation effects. Findings A rather valuable insight that emerged is the significant role that brand trust and brand affect play in engendering attitudinal and behavioral brand loyalty among consumers, for firms adopting sustainable marketing practices. Findings revealed that sustainable marketing practices result in enhanced brand trust, which further translates into higher levels of brand affect, thereby leading to attitudinal brand loyalty and further resulting in behavioral brand loyalty. This study also highlights the importance of brand affect in developing enduring behavioral brand loyalty. Research limitations/implications Consumers today are changing their consumption habits, preferring to satisfy ideological and symbolic needs rather than just rational needs. So, marketers practising sustainable marketing should aim to leverage brand trust and brand affect to ensure lasting behavioral brand loyalty. Originality/value The examination of the effect of sustainable marketing practices on brand-related variables has contributed to a better understanding of the mechanism that underlines the operation of emotion-based enduring loyalty. The vast majority of studies that provided insights about sustainable marketing practices and consumer behavior thereof were dominated by European and American perspectives and very few studies exist with a focus on developing economies. This study attempts to fill this void by exploring the personal care market in India.
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来源期刊
CiteScore
5.60
自引率
18.80%
发文量
35
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