Mediation of brand reputation and image in the relationship between perceived corporate social responsibility and brand equity and loyalty of technology companies among Generation Z: the moderating role of gender

Cogent Business & Management, Год журнала: 2024, Номер 11(1)

Опубликована: Ноя. 8, 2024

This study examines whether the effects of perceived corporate social responsibility (PCSR) on brand equity and loyalty are jointly mediated by image reputation in technology industry. It also explores moderating role gender these relationships. The sample consisted 420 Generation Z members from Lima, selected through gender-stratified random sampling. focuses sector, represented large FAANG companies (Facebook, Amazon, Apple, Netflix, Google), justified their high stock market visibility relevance business strategy research. Data were collected using a 21-item instrument, PLS-SEM structural equation modeling was employed to explain loyalty, as well validate items hypotheses. results support positive between PCSR, equity, highlighting previously unexplored mediation image. Additionally, it found that moderates relationship PCSR with stronger effect observed among women. Hierarchy Effects Model, which direct effects, mediators, moderators, is proposed theoretical framework. Practical implications suggest managers should recognize mechanisms linking effectively attract Z.

Язык: Английский

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Hybrid product branding strategies for brand value creation – combining and comparing green product innovations, limited editions and co-branding

Journal of Product & Brand Management, Год журнала: 2024, Номер unknown

Опубликована: Окт. 10, 2024

Purpose This study aims to examine whether, and how, green product innovations (GPIs), limited edition products, co-branded products a combination of these branding strategies affect consumers’ perception brand value. Design/methodology/approach Two empirical between-subject experiments were conducted. Study 1 ( N = 406) compares the impact non-GPI on image 2 808) incidence GPIs, editions, value, while exploring mediating effect perceived scarcity moderating mechanism attitude toward co-branding partnership. Findings GPIs outperform nongreen alternatives in creating favorable values. Green mediates positive GPI values brand. In context are effective enhancing brand’s quality, price, emotional social The success, however, relies fostering Originality/value To best authors’ knowledge, this is first different quality price value perception.

Язык: Английский

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Drivers of green persistence intentions in an authentic green brand, moderating role of green self-efficacy

Environment and Social Psychology, Год журнала: 2024, Номер 9(8)

Опубликована: Авг. 22, 2024

The purpose of this research is to help companies enhance the efficacy their green marketing by presenting novel strategies that align with present environmental trends. Recently, there has been a surge in interest sustainable consumption, which led several inquiries into gap phenomenon. To bridge knowledge gap, study concentrates on cutting-edge methods trends and increase initiatives. Consequently, address managerial implications six unique concepts—green authenticity, self-efficacy, experiential satisfaction, passionate love, perseverance intentions—a framework must be established. Public Limited universities Rawalpindi Islamabad were sites put idea university practice. Both students teachers considered for survey. Using structured questionnaire, 323 answers collected. A total from various academic backgrounds filled out survey, 90 them people being faculty members. research's measurement structural examined using SmartPLS, results demonstrate all hypotheses significant. relationship between positive experiences things plans keep doing moderated, part, self-efficacy.

Язык: Английский

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Green Innovation on Sustainable Competitive Advantage in Manufacturing Industries in Developing Countries

Advances in human resources management and organizational development book series, Год журнала: 2024, Номер unknown, С. 79 - 114

Опубликована: Окт. 22, 2024

Embracing green innovation is essential to attaining environmental sustainability and gaining a competitive advantage in developing economies' manufacturing sectors. Green product innovations, processes, organizational structures significantly increase brand reputation, market share, cost efficiency. International aid, needs, technical breakthroughs, regulatory constraints are some of the leading forces behind innovations sector. Nonetheless, several obstacles must be overcome, including lack funds, insufficient infrastructure, opposition, experience. Case studies highlight need for strong government regulations efficient management techniques by demonstrating significant benefits that sustainable practices offer. To further investigate role development, future research should concentrate on cross-national comparisons, policy implications, sector-specific analysis, improvements, longitudinal studies.

Язык: Английский

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Green Products in the Fashion Industry: Consumer Segmentation to Develop Communication Campaigns

Fashion Practice, Год журнала: 2024, Номер unknown, С. 1 - 28

Опубликована: Дек. 16, 2024

Язык: Английский

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Comment le consommateur perçoit-il l’image de marque ? l’étude de cas de l’espace de coworking

Опубликована: Дек. 19, 2024

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