RT Journal Article
T1 Sustainability and branding in retail: A model of chain of effects
A1 Cambra-Fierro, Jesús
A1 Olavarría Jaraba, Ana
A1 Vázquez-Carrasco, Rosario
A1 Flores-Hernandez, Alfredo
K1 Retail
K1 Sustainability
K1 CSR
K1 Reputation
K1 Brand image
K1 WOM
K1 Emerging economy
AB The main objective of this study is to analyse the impact of sustainable practices on companies’ corporate reputation and brand image in the retail sector as perceived by consumers. In addition, we evaluate how those practices affect consumers’ perceived satisfaction levels and their predisposition to engage in positive Word of Mouth (WOM). For the purpose of this study, the context of an emerging economy, Peru, is taken as reference. To do this, we propose a structural equation model based on a representative sample of 403 consumers. The data analysis—using the PLS software package—confirms that corporate social responsibility (CSR) positively influences both corporate reputation and brand image. These two factors jointly have an impact on consumers’ perceived satisfaction levels, which in turn help to explain the flow of positive WOM. This work is a pioneering study of the relationship between the aforementioned factors in the context of emerging economies. The final part of the article discusses the main theoretical implications and recommendations for business practice.
PB MDPI
YR 2020
FD 2020-07-19
LK https://hdl.handle.net/10433/22455
UL https://hdl.handle.net/10433/22455
LA en
NO Flores-Hernández, A., Olavarría-Jaraba, A., Valera-Blanes, G., Vázquez-Carrasco, R. (2020). “Sustainability and Branding in Retail: A Model of Chain of Effects”. Sustainability, 12(14), 5800.
NO Departamento de Organización y Dirección de Empresas, UPO
DS RIO
RD Jun 2, 2026