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Article
Publication date: 4 September 2023

Afia Khalid, Raheel Amir Awan, Rizwan Ali and Imran Sarmad

This study aims to examine the moderating effect of sustainability marketing on brand loyalty of brands that advertise their sustainable development agenda goals. The study…

2336

Abstract

Purpose

This study aims to examine the moderating effect of sustainability marketing on brand loyalty of brands that advertise their sustainable development agenda goals. The study highlights the mediating effect of brand love having cognitive antecedents of brand authenticity, popularity and congruence with private and social self of the consumer.

Design/methodology/approach

A mall intercept survey was used to collect data from consumers who use brands that embrace sustainable marketing strategies. Only those brands were selected which are popular as well as advertise sustainable practices in their brand communication (mainstream and social media). The data was self-administered by trained research assistants, who gathered data from a sample of 350 respondents.

Findings

The findings revealed that the popularity and authenticity of a brand play an essential role in developing brand love and later influences brand loyalty behavior. A larger effect is seen on brand love when there is congruence of private and social self with the brand. The brand has even a stronger relationship with brand loyalty when moderated by sustainability marketing.

Research limitations/implications

Brand love has the potential for long-term influences, only if sustainability marketing is used as a backbone. Brand managers should target an authenticity-seeking segment of consumers, who once convinced can lead to repeat business and brand loyalty and reduce dissonance. As sustainability marketing provides multiple benefits, genuine branding strategies should be devised that amalgamate into a single message spun around sustainability concerns and connecting the ethos of authenticity, popularity and self-expression. Future research may take into consideration more categories than this study on clothing, and consumer goods, adopting a mixed-methods approach. Moreover, a range of potential antecedents of brand love can be determined along with potential outcomes when aligned with external efforts such as sustainability, corporate social responsibility and international investment.

Originality/value

To the best of the authors’ knowledge, this is the first study investigating the moderating role of sustainability marketing on the relationship between brand love and brand loyalty and the mediating role of brand love between brand authenticity, popularity, social/private-self-expression and brand loyalty. It is also the first study documenting how sustainability marketing reinforces the brand loyalty for popular brands in developing countries like Pakistan. This study fills a research gap as it expands the existing literature on sustainability marketing and brand love that is generally focused on brand dimensions and not the brand communications and thus has not reached similar results.

Details

Corporate Governance: The International Journal of Business in Society, vol. 24 no. 3
Type: Research Article
ISSN: 1472-0701

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Article
Publication date: 17 April 2020

Hamidreza Panjehfouladgaran and Stanley Frederick W.T. Lim

Reverse logistics (RL), an inseparable aspect of supply chain management, returns used products to recovery processes with the aim of reducing waste generation. Enterprises…

2046

Abstract

Purpose

Reverse logistics (RL), an inseparable aspect of supply chain management, returns used products to recovery processes with the aim of reducing waste generation. Enterprises, however, seem reluctant to apply RL due to various types of risks which are perceived as posing an economic threat to businesses. This paper draws on a synthesis of supply chain and risk management literature to identify and cluster RL risk factors and to recommend risk mitigation strategies for reducing the negative impact of risks on RL implementation.

Design/methodology/approach

The authors identify and cluster risk factors in RL by using risk management theory. Experts in RL and supply chain risk management validated the risk factors via a questionnaire. An unsupervised data mining method, self-organising map, is utilised to cluster RL risk factors into homogeneous categories.

Findings

A total of 41 risk factors in the context of RL were identified and clustered into three different groups: strategic, tactical and operational. Risk mitigation strategies are recommended to mitigate the RL risk factors by drawing on supply chain risk management approaches.

Originality/value

This paper studies risks in RL and recommends risk management strategies to control and mitigate risk factors to implement RL successfully.

Details

Management Decision, vol. 58 no. 7
Type: Research Article
ISSN: 0025-1747

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Article
Publication date: 17 October 2024

Shafique Ur Rehman, Nour Qatawneh, Aws Al-Okaily, Manaf Al-Okaily, Fadi Shehab Shiyyab, Malek Alsharairi, Ra’ed Masa’deh and Ashraf Bani Mohmmad

The main purpose of this study is to determine the antecedent factors of smart government service apps intention and its impact on actual use by extending the unified theory of…

63

Abstract

Purpose

The main purpose of this study is to determine the antecedent factors of smart government service apps intention and its impact on actual use by extending the unified theory of acceptance and use of technology (UTAUT) in the Jordanian context.

Design/methodology/approach

To achieve the main purpose, a quantitative method was used to test collected data, and hypotheses testing through using statistical package for social sciences (SPSS) and smart partial least squares software.

Findings

The findings indicate that social media advertising has a positive effect on both social influence and peer influence. Furthermore, it demonstrated a significant effect of social influence on performance expectancy. In addition, there is a direct correlation between the government capacity, effort expectancy, facilitating conditions and the intention to use e-government services. Lastly, the results mainly show that the actual use of e-government services is significantly and positively influenced by intention and self-isolation. Next, as expected, self-isolation moderated the relationship between intention to use and actual use of e-government services via the Sanad application, and hence the related hypothesis was supported.

Originality/value

This study provides practical recommendations for the policy-makers in the Jordanian e-government and Ministry of Digital Economy and Entrepreneurship (MoDEE) in Jordan.

Details

Global Knowledge, Memory and Communication, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2514-9342

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Article
Publication date: 29 May 2023

Muhammad Aftab, Inzamam Ul Haq and Mohamed Albaity

The COVID-19 pandemic has led to global economic policy uncertainty, which has increased the need to investigate ways to mitigate the uncertainty. This study aims to examine the…

293

Abstract

Purpose

The COVID-19 pandemic has led to global economic policy uncertainty, which has increased the need to investigate ways to mitigate the uncertainty. This study aims to examine the potential of cryptocurrencies as a hedge and safe haven avenue against economic policy uncertainty.

Design/methodology/approach

This study investigates the behavior of the five leading cryptocurrencies in relation to country-level and group-level economic policy uncertainty indices, as measured by the text-based method developed by Baker et al. (The Quarterly Journal of Economics, 2016, 131, 1593–1636). The research covers a broad range of emerging and developed economies from July 2013 to September 2020. The study employs the approach of Narayan et al. (Economic Modelling, 2016, 53, 388–397) to examine the hedging and safe-haven properties of cryptocurrencies.

Findings

This study finds that the top cryptocurrencies play a hedging role against economic policy uncertainty, with some exceptions. Additionally, there is evidence to support the idea that cryptocurrencies can serve as a safe haven during the COVID-19 pandemic. As a result, investors may benefit from using cryptocurrencies as a risk-management avenue during times of uncertainty.

Originality/value

This research contributes to the existing literature by testing the cryptocurrencies' hedging and safe haven properties in a new way, by analyzing their lead and lag behaviors using a recent and innovative approach. Additionally, it examines a wide range of emerging and advanced markets, providing insight into the potential of using cryptocurrencies as a risk mitigation avenue.

Details

China Finance Review International, vol. 13 no. 3
Type: Research Article
ISSN: 2044-1398

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