企业社会责任
业务
营销
结构方程建模
时尚产业
持续性
广告
社会责任
企业品牌
品牌参与度
品牌管理
公共关系
社会化媒体
服装
政治学
统计
生物
数学
法学
生态学
作者
Pedro Cuesta Valiño,Pablo Gutiérrez‐Rodríguez,Blanca García‐Henche,Estela Núñez Barriopedro
摘要
Abstract Consumers have demonstrated new ways of engaging with fashion retailers and experiencing their brand values. This research aims to understand better how fashion consumers form their purchase intentions, by exploring how their expectations about corporate social responsibility influence consumer brand engagement and purchase intention. The research comprises two studies, using different methodologies. The first study is quantitative; it involved 1296 individuals and the results were analyzed using structural equation modeling. The second study is qualitative and utilizes expert opinions from the fashion industry; it seeks to derive managerial and practical implications from the findings of the first study. The results show that corporate social responsibility influences the purchase intention of fashion consumers, but mainly through brand engagement. Consequently, fashion companies should focus on building consumer trust in the sustainability initiatives of brands, including by utilizing local suppliers.
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