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The Influence of Sustainable Positioning on eWOM and Brand Loyalty: Analysis of Credible Sources and Transparency Practices Based on the S-O-R Model

Author

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  • Khirul Basar Mim

    (Department of Hospitality and Retail Management, Texas Tech University, Lubbock, TX 79409, USA)

  • Tunmin (Catherine) Jai

    (Department of Hospitality and Retail Management, Texas Tech University, Lubbock, TX 79409, USA)

  • Stacy H. Lee

    (Department of Hospitality and Retail Management, Texas Tech University, Lubbock, TX 79409, USA)

Abstract

With increased concern for environmental and social issues, consumers and the apparel industry have become more interested in the topic of sustainability. Numerous brands strive to reposition in sustainability by employing credible sources and maintaining information transparency to get consumers’ recognition. By employing the stimulus-organism-response (S-O-R) framework, this study experimented with how sustainability positioning with credible sources (EPA vs. Celebrity vs. Social Media Influencer) and high (vs. low) transparency influence brand attachment, trust, and identification, leading to eWOM and brand loyalty. The findings indicate that sustainable positioning with credible sources (i.e., EPA and Social Media influencers) could achieve consumers’ positive brand attachment, trust, and identification in social media marketing. However, we did not find evidence of the impact of high (vs. low) transparency on these dependable variables. Furthermore, brand loyalty and eWOM are significantly influenced by consumers’ brand attachment and trust, whereas brand identification positively affects brand loyalty only, not eWOM. Additionally, this study found that women and higher-income groups had a high preference for sustainable brands.

Suggested Citation

  • Khirul Basar Mim & Tunmin (Catherine) Jai & Stacy H. Lee, 2022. "The Influence of Sustainable Positioning on eWOM and Brand Loyalty: Analysis of Credible Sources and Transparency Practices Based on the S-O-R Model," Sustainability, MDPI, vol. 14(19), pages 1-18, September.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:19:p:12461-:d:930269
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    References listed on IDEAS

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    2. Ting Chi & Victoria Gonzalez & Justin Janke & Mya Phan & Weronika Wojdyla, 2023. "Unveiling the Soaring Trend of Fashion Rental Services: A U.S. Consumer Perspective," Sustainability, MDPI, vol. 15(19), pages 1-21, September.
    3. Olga Tymoshchuk & Xingqiu Lou & Ting Chi, 2024. "Exploring Determinants of Second-Hand Apparel Purchase Intention and Word of Mouth: A Stimulus–Organism–Response Approach," Sustainability, MDPI, vol. 16(11), pages 1-18, May.
    4. Eleanor Kohler & Emmanuel Mogaji & İsmail Erkan, 2023. "Save the Trip to the Store: Sustainable Shopping, Electronic Word of Mouth on Instagram and the Impact on Cosmetic Purchase Intentions," Sustainability, MDPI, vol. 15(10), pages 1-18, May.
    5. Ritesh Jain & Edwina Luck & Shane Mathews & Lisa Schuster, 2022. "Creating Persuasive Environmental Communicators: Spokescharacters as Endorsers in Promoting Sustainable Behaviors," Sustainability, MDPI, vol. 15(1), pages 1-18, December.
    6. Ittefaq, Huma & Akhtar, Naeem & Siddiqi, Umar Iqbal & Islam, Tahir & Kuzior, Aleksandra, 2024. "The betrayal puzzle: Unraveling the connection between inauthenticity, corporate wrongdoing and brand betrayal with avoidance and reparation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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