Sustainable marketing activities of traditional fashion market and brand loyalty

Jaesuk Jung, Sang Jin Kim and Kyung Hoon Kim

Journal of Business Research, 2020, vol. 120, issue C, 294-301

Abstract: Sustainability is a critical issue in today’s society. Organizations can no longer consistently grow their businesses without society’s cooperation. Marketing managers thus focus on satisfying consumers’ socio and ethical needs, such as through providing cultural promotion, environmental protection, and disaster relief activities. Sustainability encompasses an organization’s economic, social, and environmental responsibilities, provoking the question of how to implement them effectively. This study focuses on the traditional fashion market’s sustainable marketing activities and their performance. The results demonstrate that the traditional fashion market’s sustainable activities have a positive effect on brand image, trust, and satisfaction. Moreover, they have a positive influence on building brand loyalty. The results offer meaningful implications for corporate executive officers and marketers to create more effective sustainable management strategies.

Keywords: Traditional fashion market; CSR; Sustainable marketing activity; Brand image; Customer loyalty (search for similar items in EconPapers)
Date: 2020
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Citations: View citations in EconPapers (21)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:120:y:2020:i:c:p:294-301

DOI: 10.1016/j.jbusres.2020.04.019

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