“I know the brand is better than that”: brand trust and consumer-brand identification evoking brand forgiveness after CSR-related wrongdoings DOI

Md Merajur Rahman,

Swagata Chakraborty

Social Responsibility Journal, Год журнала: 2025, Номер unknown

Опубликована: Апрель 18, 2025

Purpose This paper empirically tested the relationships between brand trust, consumer-brand identification and attributions (internal external) in evoking forgiveness after being exposed to communications about corporate social responsibility (CSR)-related wrongdoings. Design/methodology/approach study conducted an online experiment with U.S. national population ( n = 620). The data was collected following quota sampling based on age gender. Findings Conducting a structural equation modeling, this found that trust positively influenced both external internal of CSR-related wrongdoing, which turn evoked forgiveness. A multivariate analysis variance indicated were higher when high compared low. Research limitations/implications sample pool is only located within USA, limiting generalizability findings. In addition, confounding effects may have impacted results, particularly stemming from including familiar names. Furthermore, conducting introduces inherent limitations, such as potential issues participant engagement control over experimental conditions. Practical implications Brands engaged CSR activities should focus building ways resonate consumers. can mitigate negative consumer responses evoke consumers are Social communicate underlying good intentions their altruistic rather than focusing they in. While responding related wrongdoings, brands emphasize factors led those outcomes while acknowledging would address avoiding future Originality/value Both wrongdoings transfer positive influence begetting

Язык: Английский

Leveraging Customer Green Behavior Toward Green Marketing Mix and Electronic Word-of-Mouth DOI Open Access
Sophie Cai, Yaoping Liu,

Sukhon Aduldecha

и другие.

Sustainability, Год журнала: 2025, Номер 17(6), С. 2360 - 2360

Опубликована: Март 7, 2025

This study explores how the green marketing mix affects customer brand trust, buying behavior, and electronic word-of-mouth (eWOM). A total of 990 fast-food customers participated in this study. Structural equation modelling (SEM) mediation analysis were applied to validate research hypotheses. As demand for environmentally sustainable products grows, has a positive significant effect on trust. Furthermore, trust also significantly influences behavior eWOM as predictor mediator. It means that is fundamental eWOM, with fostering online reviews, recommendations, advocacy from customers. Businesses can make most by developing feedback-friendly channels, such product review pages social media campaigns, rewarding consumers who post about their satisfying experiences. The companies should not only concentrate increasing sales through purchasing practices, but giving clients feeling community integrating them into larger sustainability movement. will offer useful advice marketers looking improve tactics promote consumption successfully gaining target audience using tactical instrument advocacy.

Язык: Английский

Процитировано

0
“I know the brand is better than that”: brand trust and consumer-brand identification evoking brand forgiveness after CSR-related wrongdoings DOI

Md Merajur Rahman,

Swagata Chakraborty

Social Responsibility Journal, Год журнала: 2025, Номер unknown

Опубликована: Апрель 18, 2025

Purpose This paper empirically tested the relationships between brand trust, consumer-brand identification and attributions (internal external) in evoking forgiveness after being exposed to communications about corporate social responsibility (CSR)-related wrongdoings. Design/methodology/approach study conducted an online experiment with U.S. national population ( n = 620). The data was collected following quota sampling based on age gender. Findings Conducting a structural equation modeling, this found that trust positively influenced both external internal of CSR-related wrongdoing, which turn evoked forgiveness. A multivariate analysis variance indicated were higher when high compared low. Research limitations/implications sample pool is only located within USA, limiting generalizability findings. In addition, confounding effects may have impacted results, particularly stemming from including familiar names. Furthermore, conducting introduces inherent limitations, such as potential issues participant engagement control over experimental conditions. Practical implications Brands engaged CSR activities should focus building ways resonate consumers. can mitigate negative consumer responses evoke consumers are Social communicate underlying good intentions their altruistic rather than focusing they in. While responding related wrongdoings, brands emphasize factors led those outcomes while acknowledging would address avoiding future Originality/value Both wrongdoings transfer positive influence begetting

Язык: Английский

Процитировано

0