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Effect of apparel brands’ sustainability efforts on consumers’ brand loyalty

Kim K. P. Johnson|Mijeong Noh
한국마케팅과학회 (Korean Scholars of Marketing Science)|2019.01|Journal of Global Fashion Marketing|제10권 제1호|pp. 1-17|DOI https://doi.org/10.1080/20932685.2018.1550006

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참고문헌

키워드

sustainabilitybrandattractivenessbrand loyalty可持续性品牌忠诚度Apparel brandcustomerbrand (C-B) identification服饰品牌消费 者品牌认同感品牌吸引 力
주제분류경영학

초록

The goal of this research was to test to what extent sustainability efforts (vs. lack of sustainability efforts) moderate the relationships among consumers’ brand attractiveness, customer-brand (C-B) identification, brand attitude, and brand loyalty. In addition, we examined the impact of apparel brands’ sustainability efforts on consumers’ brand loyalty with three different brand types. A 3 × 2 between subjects experiment with three levels of apparel brand (luxury, fast fashion, moderate) and two levels of sustainability efforts (present, absent) was conducted. A sample of 1297 adults was used to test the model. In the proposed model, consumers’ perception of an apparel brand’s sustainability efforts played an important role in the positive effect of C-B identification on brand loyalty. Apparel brand type did not moderate the relationships between sustainability efforts and brand loyalty. Significant findings could inform apparel brands’ decision making in the development of effective and profitable sustainable strategies.

Abstract

The goal of this research was to test to what extent sustainability efforts (vs. lack of sustainability efforts) moderate the relationships among consumers’ brand attractiveness, customer-brand (C-B) identification, brand attitude, and brand loyalty. In addition, we examined the impact of apparel brands’ sustainability efforts on consumers’ brand loyalty with three different brand types. A 3 × 2 between subjects experiment with three levels of apparel brand (luxury, fast fashion, moderate) and two levels of sustainability efforts (present, absent) was conducted. A sample of 1297 adults was used to test the model. In the proposed model, consumers’ perception of an apparel brand’s sustainability efforts played an important role in the positive effect of C-B identification on brand loyalty. Apparel brand type did not moderate the relationships between sustainability efforts and brand loyalty. Significant findings could inform apparel brands’ decision making in the development of effective and profitable sustainable strategies.

참고문헌 (48)

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