Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits

Iglesias, Oriol; Markovic, Stefan; Singh, Jatinder Jit; Sierra, Vicenta

doi:10.1007/s10551-017-3455-0

Cited by 156 publications

(185 citation statements)

References 139 publications

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“…Because consumer demand for CSR arises from preferences, expectations, and lifestyles (Sen and Bhattacharya, 2001), each component consists of one or several categories that are further divided into characteristics that represent details of CSR that consumers might demand. Research supports a link between CSR or an ethical business approach and favorable consumer outcomes, such as customer loyalty, perceived brand equity and purchase intention (Deng and Xu, 2017;Iglesias et al, 2018;Iglesias et al, 2019;Inoue et al, 2017;Lombart and Louis, 2014;Mohr and Webb, 2005). However, consumer demand for CSR is predominantly latent, as consumers are often unaware of the details of their demand until they encounter a matching product offering and the demand is actualized (Devinney et al, 2006;Kotler, 1973).…”

Section: Csr Managementmentioning

confidence: 99%

Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice

Kuokkanen

Sun

2019

J Bus Ethics

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Fulfilling consumer expectations of corporate social responsibility (CSR) can bring strategic advantage to firms. However, research on the topic is fragmented across disparate disciplines, and a comprehensive framework to connect CSR supply and demand is missing. As a result, firms often supply CSR that does not attract demand, as signified by pessimism about ethical consumerism in recent years and the inconclusive link between corporate financial and social performance. In this study, we propose a framework of strategic CSR management to define how a company's supply of CSR could meet consumer demand for ethical products by aligning managerial and consumer perspectives. We then investigate empirically whether such a strategic approach, that integrates potential demand in CSR management, would influence consumer choice of products with CSR components. Our hybrid choice modeling allows the inclusion of psychological biases caused by social desirability and cynicism to increase result validity. The findings support the explanatory power of the framework and reveal that consumers prefer some CSR elements while others adversely affect choices. This study advances the understanding of strategic CSR management, its impact on consumer choice and helps managers include the right mix of CSR characteristics in their products to satisfy ethical consumers.

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Section: Csr Managementmentioning

confidence: 99%

Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice

Kuokkanen

Sun

2019

J Bus Ethics

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“…When consumers develop a strong relationship with a brand, due to their association with a brand's ethical values, this link boosts recognition benefits from purchasing the brand's products and thus increases brand equity (Iglesias et al, 2019). This isomorphism between a brand's and consumers' values provides corporate legitimacy (Deephouse, Bundy, Tost, & Suchman, 2017).…”

Section: Introductionmentioning

confidence: 99%

The impact of fast fashion retailers' sustainable collections on corporate legitimacy: Examining the mediating role of altruistic attributions

Miotto

Youn

2020

J of Consumer Behaviour

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In the context of the fast fashion industry, this study examined the efficacy of sustainable collections in achieving corporate legitimacy. We examine the ethical branding and organizational legitimacy relationship in the context of the fast fashion industry. We conducted an online experiment with the use of Amazon MTurk in the Unites States. The data were collected from female fast fashion users (N = 389). The data analysis revealed that fast fashion retailers' sustainable collections had a positive impact on corporate legitimacy, CSR perception, brand trust, and purchase intention. This study also uncovered that the company's sustainable collections increased consumers' attributions to altruistic motives and consumers' altruistic attributions had a positive influence on corporate legitimacy, CSR perception, brand trust, and purchase intention. Furthermore, this study found the mediating role of altruistic attributions in explaining the impact of sustainable collections on these four outcome variables. Regarding the sustainable collections' design and production, managerial implications are described as the need to communicate the ethical approach and efforts.

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“…Por otro lado, varios autores argumentan que las empresas deben esforzarse por emprender iniciativas de desarrollo sostenible (Iglesias, Markovic, Singh y Sierra, 2019), dado que los consumidores tienen acceso fácil e inmediato a más información sobre las prácticas de las empresas y, en consecuencia, esperan que las marcas representen un compromiso a nivel corporativo (Rindell, Svensson, Mysen, Billström y Wilén, 2011). La sostenibilidad y el capital de marca son constructos que se relacionan en el sector minorista; así, el estudio de Cai y He (2014) determina el impacto positivo de la responsabilidad ambiental en el capital de marca.…”

Section: Capital De Marcaunclassified

“…La sostenibilidad y el capital de marca son constructos que se relacionan en el sector minorista; así, el estudio de Cai y He (2014) determina el impacto positivo de la responsabilidad ambiental en el capital de marca. Particularmente, en varias investigaciones en hipermercados, se ha encontrado al DSPC como un determinante positivo del capital de marca (Hur, Kim y Woo, 2014;Chang y Jai, 2015;Iglesias et al, 2019;Sierra et al, 2017), por lo tanto, se enuncia la tercera hipótesis:…”

Section: Capital De Marcaunclassified

Efectos del desarrollo sostenible percibido por el consumidor. Una propuesta de modelo de hipermercados en Ecuador

2020

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El objetivo de este trabajo fue analizar la incidencia del desarrollo sostenible sobre la cadena de efectos: valor percibido - capital de marca - lealtad. Para ello, se propone un modelo teórico de relaciones que se contrasta a partir de una muestra de 317 clientes de hipermercados en Ecuador. Los resultados, aplicando una metodología exploratoria y confirmatoria, combinada con regresión por mínimos cuadrados parciales, mostraron que tanto las acciones de desarrollo sostenible como el valor percibido son pilares maestros sobre los que se puede apoyar la estrategia minorista. Ambas se muestran como variables clave por su naturaleza, en cuanto son multidimensionales, y por su alcance, al permitir construir la lealtad del consumidor hacia el hipermercado a través de su capital de marca.

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Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits

Cited by 156 publications

References 139 publications

Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice

Companies, Meet Ethical Consumers: Strategic CSR Management to Impact Consumer Choice

The impact of fast fashion retailers' sustainable collections on corporate legitimacy: Examining the mediating role of altruistic attributions

Efectos del desarrollo sostenible percibido por el consumidor. Una propuesta de modelo de hipermercados en Ecuador

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