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Título
The impact of corporate social responsibility on consumer brand engagement and purchase intention at fashion retailers
Autor
Facultad/Centro
Área de conocimiento
Título de la revista
Psychology & Marketing
Número de la revista
3
Datos de la obra
Cuesta-Valiño, P., Gutiérrez-Rodríguez, P., García-Henche, B., y Núñez-Barriopedro, E. (2024). The impact of corporate social responsibility on consumer brand engagement and purchase intention at fashion retailers. Psychology & Marketing, 41(3), 649–664. https://doi.org/10.1002/MAR.21940
Editor
Wiley
Fecha
2024
ISSN
0742-6046
Abstract
[EN] Consumers have demonstrated new ways of engaging with fashion retailers and
experiencing their brand values. This research aims to understand better how
fashion consumers form their purchase intentions, by exploring how their
expectations about corporate social responsibility influence consumer brand
engagement and purchase intention. The research comprises two studies, using
different methodologies. The first study is quantitative; it involved 1296 individuals
and the results were analyzed using structural equation modeling. The second study
is qualitative and utilizes expert opinions from the fashion industry; it seeks to derive
managerial and practical implications from the findings of the first study. The results
show that corporate social responsibility influences the purchase intention of
fashion consumers, but mainly through brand engagement. Consequently, fashion
companies should focus on building consumer trust in the sustainability initiatives of
brands, including by utilizing local suppliers.
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