The influence of brand sustainability on purchase intentions: the mediating role of brand impressions and brand attitudes

Petar Gidaković (), Mateja Kos Koklič, Mila Zečević and Vesna Žabkar
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Petar Gidaković: University of Ljubljana
Mateja Kos Koklič: University of Ljubljana
Mila Zečević: University of Ljubljana
Vesna Žabkar: University of Ljubljana

Journal of Brand Management, 2022, vol. 29, issue 6, No 4, 556-568

Abstract: Abstract Consumers increasingly expect corporate brands to be sustainable and uphold their ethical values. To explore this topic, we draw on the impression formation literature from social psychology to investigate how perceptions of corporate sustainability activities influence the formation of corporate brand impressions (regarding the dimensions of brand warmth, competence, and morality), which in turn translate into favourable brand attitudes and purchase intentions. In collaboration with a market research company, we conducted an online survey of 441 respondents who evaluated a range of real-world corporate brands from different industries. The results show that brand sustainability has a positive indirect effect on purchase intentions mediated by brand impressions and attitudes towards a brand. We show that brand impressions and attitudes function as complementary mediators, meaning that consumers’ beliefs about a company’s sustainability activities directly affect the consumers’ behavioural intentions. Moreover, we demonstrate that brand warmth, competence, and morality are fundamental dimensions of consumers’ brand impressions. We discuss the implications of the findings and future research directions in the field of corporate brand impressions and sustainability.

Keywords: Brand sustainability; Brand impressions; Brand morality; Brand warmth; Brand competence (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (2)

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DOI: 10.1057/s41262-022-00280-y

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