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Determinant of Brand Happiness and Self-Green Brand Congruity as Moderator: A Conceptual Paper

Author

Listed:
  • Tong Su

    (College of Economics and Management, Baoding University, China // Azman Hashim International Business School, Universiti Teknologi Malaysia)

  • Liping Zhang

    (Azman Hashim International Business School, Universiti Teknologi Malaysia // College of Economics and Management, Baoding University)

  • Liping Zhang

    (College of Antiquities and Museums, Baoding University)

Abstract

As the importance of Environmental, Social, and Governance (ESG) practices continues to rise in the modern business landscape, understanding their impact on consumer behavior has become a key focus of marketing research. This conceptual paper proposes a framework that examines the determinants of brand happiness within the context of ESG initiatives, with a specific emphasis on Self-Green Brand Congruity (SGBC) as a moderating factor. Building on the foundations of Self-Congruity Theory and the emerging relevance of ESG, this study predicts that brands that align their sustainability efforts with consumer values are more likely to foster positive emotional responses, such as brand happiness. Furthermore, it is proposed that SGBC enhances the strength of the relationship between ESG practices and brand happiness, particularly among consumers with a strong ESG identity. Based on this conceptual framework, research propositions are developed to guide future empirical investigations.

Suggested Citation

  • Tong Su & Liping Zhang & Liping Zhang, 0000. "Determinant of Brand Happiness and Self-Green Brand Congruity as Moderator: A Conceptual Paper," Proceedings of Economics and Finance Conferences 14716496, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iefpro:14716496
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    References listed on IDEAS

    as
    1. Sirgy, M. Joseph, 1985. "Using self-congruity and ideal congruity to predict purchase motivation," Journal of Business Research, Elsevier, vol. 13(3), pages 195-206, June.
    2. Ting-Ting Li & Kai Wang & Toshiyuki Sueyoshi & Derek D. Wang, 2021. "ESG: Research Progress and Future Prospects," Sustainability, MDPI, vol. 13(21), pages 1-28, October.
    3. Shamah, Rania A.M. & Mason, Michela C. & Moretti, Andrea & Raggiotto, Francesco, 2018. "Investigating the antecedents of African fast food customers' loyalty: A self-congruity perspective," Journal of Business Research, Elsevier, vol. 86(C), pages 446-456.
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    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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