The antecedent cognitions of brand love and its impact on brand loyalty: the moderating role of sustainability marketing

Abstract

Purpose This study aims to examine the moderating effect of sustainability marketing on brand loyalty of brands that advertise their sustainable development agenda goals. The study highlights the mediating effect of brand love having cognitive antecedents of brand authenticity, popularity and congruence with private and social self of the consumer. Design/methodology/approach A mall intercept survey was used to collect data from consumers who use brands that embrace sustainable marketing strategies. Only those brands were selected which are popular as well as advertise sustainable practices in their brand communication (mainstream and social media). The data was self-administered by trained research assistants, who gathered data from a sample of 350 respondents. Findings The findings revealed that the popularity and authenticity of a brand play an essential role in developing brand love and later influences brand loyalty behavior. A larger effect is seen on brand love when there is congruence of private and social self with the brand. The brand has even a stronger relationship with brand loyalty when moderated by sustainability marketing. Research limitations/implications Brand love has the potential for long-term influences, only if sustainability marketing is used as a backbone. Brand managers should target an authenticity-seeking segment of consumers, who once convinced can lead to repeat business and brand loyalty and reduce dissonance. As sustainability marketing provides multiple benefits, genuine branding strategies should be devised that amalgamate into a single message spun around sustainability concerns and connecting the ethos of authenticity, popularity and self-expression. Future research may take into consideration more categories than this study on clothing, and consumer goods, adopting a mixed-methods approach. Moreover, a range of potential antecedents of brand love can be determined along with potential outcomes when aligned with external efforts such as sustainability, corporate social responsibility and international investment. Originality/value To the best of the authors’ knowledge, this is the first study investigating the moderating role of sustainability marketing on the relationship between brand love and brand loyalty and the mediating role of brand love between brand authenticity, popularity, social/private-self-expression and brand loyalty. It is also the first study documenting how sustainability marketing reinforces the brand loyalty for popular brands in developing countries like Pakistan. This study fills a research gap as it expands the existing literature on sustainability marketing and brand love that is generally focused on brand dimensions and not the brand communications and thus has not reached similar results.

Sustainable Consumer Behavior: Bibliometric Analysis for Future Research Direction in Muslim Fashion Context

“…The integration of social media has revolutionized the fashion industry, enhancing consumer engagement and brand visibility. With interactions and exchanges taking place through various digital platforms and involving numerous actors, including influencers [78], review websites [79], and social media posts [62,[80][81][82], the online retail context significantly influences consumer behavior. Platforms like Instagram and TikTok play a pivotal role in shaping trends and consumer behavior, serving as dynamic spaces for real-time interaction and style inspiration.…”

“…Fashion brands utilize social media not only for marketing but also to understand evolving consumer preferences. This shift prompts questions about authenticity [81] and sustainability as the instantaneous nature of social media accelerates the fashion cycle. Our exploration highlights the multifaceted impact, from shaping trends to raising crucial questions about authenticity and sustainability in the digital age.…”

“…Explore the specific impact of social media platforms, such as Instagram and TikTok, on shaping trends and consumer behavior within the Muslim fashion context. Investigate how these platforms contribute to real-time interaction [84], community building [105], and the dissemination of style inspiration while maintaining authenticity and sustainability [81].…”

“…Delve into the dynamics of trust-building between Muslim consumers and luxury fashion brands. Explore how social responsibility [78,81,107,108], sustainable practices [81,96,109,110], and digital storytelling can influence the perception of trust within the Muslim fashion context. Investigate the role of social media in fostering authentic engagement and maintaining a cohesive online presence [62,80,82].…”