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Psychology & Marketing

Revista: Psychology & Marketing
Índice de calidad: Revista indexada en el JCR (que es el Journal Citation Reports, que es el índice de indexación internacional de revistas científicas más valoradas del mundo). Posición JCR Q1 en la categoría de Psychology Applied ocupando la posición 11 de 83 revistas internacionales de investigación que hay en el mundo en este campo (y JCR Q2 en la categoría de Business).
Título: The impact of corporate social responsibility on consumer brand engagement and purchase intention at fashion retailers
Autores: Pedro Cuesta Valiño, Pablo Gutiérrez Rodríguez, Blanca García Henche y Estela Núñez Barriopedro
Número: Volumen ahead of print (pp. 1-16)
Resumen: 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.
Enlace del artículo: https://doi.org/10.1002/mar.21940