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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Bibliographic Details
Published in:Sustainability 2020-07, Vol.12 (14), p.5800
Main Authors: Flores-Hernández, Alfredo, Olavarría-Jaraba, Ana, Valera-Blanes, Guadalupe, Vázquez-Carrasco, Rosario
Format: Article
Language:English
Subjects:
Behavior
Brand image
Business models
Competition
Competitive advantage
Consumers
Consumption
Customers
Economic growth
Emerging markets
Hypotheses
Impact analysis
Literature reviews
Multivariate statistical analysis
Objectives
Perceptions
Reputations
Retail stores
Social capital
Social networks
Social responsibility
Society
Sustainability
Sustainable development
Sustainable practices
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Summary: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.
ISSN:2071-1050
2071-1050
DOI:10.3390/su12145800