Sustainability and branding in retail: A model of chain of effects

The main objective of this study is to analyse the impact of sustainable practices on companies’ corporate reputation and brand image in the retail sector as perceived by consumers. In addition, we evaluate how those practices affect consumers’ perceived satisfaction levels and their predisposition...

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Detalles Bibliográficos
Autores: Cambra-Fierro, Jesús, Olavarría Jaraba, Ana, Vázquez-Carrasco, Rosario, Flores-Hernandez, Alfredo
Tipo de recurso: artículo
Fecha de publicación:2020
País:España
Institución:Universidad Pablo de Olavide (UPO)
Repositorio:RIO. Repositorio Institucional Olavide
Idioma:inglés
OAI Identifier:oai:rio.upo.es:10433/22455
Acceso en línea:https://hdl.handle.net/10433/22455
Access Level:acceso abierto
Palabra clave:Retail
Sustainability
CSR
Reputation
Brand image
WOM
Emerging economy
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spelling Sustainability and branding in retail: A model of chain of effectsCambra-Fierro, JesúsOlavarría Jaraba, AnaVázquez-Carrasco, RosarioFlores-Hernandez, AlfredoRetailSustainabilityCSRReputationBrand imageWOMEmerging economyThe main objective of this study is to analyse the impact of sustainable practices on companies’ corporate reputation and brand image in the retail sector as perceived by consumers. In addition, we evaluate how those practices affect consumers’ perceived satisfaction levels and their predisposition to engage in positive Word of Mouth (WOM). For the purpose of this study, the context of an emerging economy, Peru, is taken as reference. To do this, we propose a structural equation model based on a representative sample of 403 consumers. The data analysis—using the PLS software package—confirms that corporate social responsibility (CSR) positively influences both corporate reputation and brand image. These two factors jointly have an impact on consumers’ perceived satisfaction levels, which in turn help to explain the flow of positive WOM. This work is a pioneering study of the relationship between the aforementioned factors in the context of emerging economies. The final part of the article discusses the main theoretical implications and recommendations for business practice.MDPI20252025-01-2020202020-07-1920202020-07-19journal articlehttp://purl.org/coar/resource_type/c_6501VoRhttp://purl.org/coar/version/c_970fb48d4fbd8a85info:eu-repo/semantics/articleapplication/pdfhttps://hdl.handle.net/10433/22455reponame:RIO. Repositorio Institucional Olavideinstname:Universidad Pablo de Olavide (UPO)Inglésengopen accesshttp://purl.org/coar/access_right/c_abf2Attribution-NonCommercial-NoDerivatives 4.0 Internationalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/openAccessoai:rio.upo.es:10433/224552026-06-13T12:46:27Z
dc.title.none.fl_str_mv Sustainability and branding in retail: A model of chain of effects
title Sustainability and branding in retail: A model of chain of effects
spellingShingle Sustainability and branding in retail: A model of chain of effects
Cambra-Fierro, Jesús
Retail
Sustainability
CSR
Reputation
Brand image
WOM
Emerging economy
title_short Sustainability and branding in retail: A model of chain of effects
title_full Sustainability and branding in retail: A model of chain of effects
title_fullStr Sustainability and branding in retail: A model of chain of effects
title_full_unstemmed Sustainability and branding in retail: A model of chain of effects
title_sort Sustainability and branding in retail: A model of chain of effects
dc.creator.none.fl_str_mv Cambra-Fierro, Jesús
Olavarría Jaraba, Ana
Vázquez-Carrasco, Rosario
Flores-Hernandez, Alfredo
author Cambra-Fierro, Jesús
author_facet Cambra-Fierro, Jesús
Olavarría Jaraba, Ana
Vázquez-Carrasco, Rosario
Flores-Hernandez, Alfredo
author_role author
author2 Olavarría Jaraba, Ana
Vázquez-Carrasco, Rosario
Flores-Hernandez, Alfredo
author2_role author
author
author
dc.contributor.none.fl_str_mv
dc.subject.none.fl_str_mv Retail
Sustainability
CSR
Reputation
Brand image
WOM
Emerging economy
topic Retail
Sustainability
CSR
Reputation
Brand image
WOM
Emerging economy
description The main objective of this study is to analyse the impact of sustainable practices on companies’ corporate reputation and brand image in the retail sector as perceived by consumers. In addition, we evaluate how those practices affect consumers’ perceived satisfaction levels and their predisposition to engage in positive Word of Mouth (WOM). For the purpose of this study, the context of an emerging economy, Peru, is taken as reference. To do this, we propose a structural equation model based on a representative sample of 403 consumers. The data analysis—using the PLS software package—confirms that corporate social responsibility (CSR) positively influences both corporate reputation and brand image. These two factors jointly have an impact on consumers’ perceived satisfaction levels, which in turn help to explain the flow of positive WOM. This work is a pioneering study of the relationship between the aforementioned factors in the context of emerging economies. The final part of the article discusses the main theoretical implications and recommendations for business practice.
publishDate 2020
dc.date.none.fl_str_mv 2020
2020-07-19
2020
2020-07-19
2025
2025-01-20
dc.type.none.fl_str_mv journal article
http://purl.org/coar/resource_type/c_6501
VoR
http://purl.org/coar/version/c_970fb48d4fbd8a85
dc.type.openaire.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv https://hdl.handle.net/10433/22455
url https://hdl.handle.net/10433/22455
dc.language.none.fl_str_mv Inglés
eng
language_invalid_str_mv Inglés
language eng
dc.rights.none.fl_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
dc.rights.openaire.fl_str_mv info:eu-repo/semantics/openAccess
rights_invalid_str_mv open access
http://purl.org/coar/access_right/c_abf2
Attribution-NonCommercial-NoDerivatives 4.0 International
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv MDPI
publisher.none.fl_str_mv MDPI
dc.source.none.fl_str_mv reponame:RIO. Repositorio Institucional Olavide
instname:Universidad Pablo de Olavide (UPO)
instname_str Universidad Pablo de Olavide (UPO)
reponame_str RIO. Repositorio Institucional Olavide
collection RIO. Repositorio Institucional Olavide
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,812429

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