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Assessing the Effect of Environment, Social and Governance on Brand Attachment and Brand Loyalty: A Conceptual Paper

Author

Listed:
  • Tong Su

    (Baoding University, China / Azman Hashim International Business School, Universiti Teknologi)

  • Qichen Zhang

    (WARM HOUSE COMPANY)

  • Liping Zhang

    (Baoding University, Hebei)

  • Poh-Chuin Teo

    (Azman Hashim International Business School, Universiti Teknologi)

Abstract

The increasing significance of environmental, social, and governance (ESG) factors in business practices has sparked interest in understanding their impact on consumer behavior, particularly in the context of brand attachment and brand loyalty. This conceptual paper proposes a theoretical framework to explore the influence of different dimensions of ESG practices on consumers? emotional connection to brands (brand attachment) and their subsequent behavioral response (brand loyalty). The paper examines the roles of environmental responsibility, social engagement, and governance effectiveness as key drivers of consumer attachment and loyalty. Additionally, the proposed framework considers the mediating effect of brand attachment on the relationships between ESG and brand loyalty. By presenting research propositions, this paper aims to contribute to the growing body of knowledge on ESG?s role in shaping brand-consumer dynamics, providing a foundation for future empirical investigations.

Suggested Citation

  • Tong Su & Qichen Zhang & Liping Zhang & Poh-Chuin Teo, 0000. "Assessing the Effect of Environment, Social and Governance on Brand Attachment and Brand Loyalty: A Conceptual Paper," Proceedings of Economics and Finance Conferences 14716500, International Institute of Social and Economic Sciences.
    • Handle: RePEc:sek:iefpro:14716500
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    References listed on IDEAS

    as
    1. Chunhui Huo & Javaria Hameed & Mo Zhang & Ahmad Fahme Bin Mohd Ali & Nik Alif Amri Nik Hashim, 2022. "Modeling the impact of corporate social responsibility on sustainable purchase intentions: insights into brand trust and brand loyalty," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 35(1), pages 4710-4739, December.
    2. Anna Watson & Rozenn Perrigot & Olufunmilola (lola) Dada, 2023. "The effects of green brand image on brand loyalty: The case of mainstream fast food brands," Post-Print hal-04194919, HAL.
    3. Richard Huaman-Ramirez & Dwight Merunka, 2019. "Brand experience effects on brand attachment: the role of brand trust, age, and income," Post-Print hal-02492731, HAL.
    4. Ishmael Ofoli Christian & Thomas Anning-Dorson & Nii Nookwei Tackie, 2021. "Customer loyalty and value anticipation: does perceived competition matter?," African Journal of Economic and Management Studies, Emerald Group Publishing Limited, vol. 12(2), pages 321-335, May.
    5. Ovidiu-Ioan Moisescu, 2015. "The Impact of Customers' Perception of CSR on Corporate Brand Loyalty: The Case of the Romanian Mobile Telecom Industry," Central European Business Review, Prague University of Economics and Business, vol. 2015(2), pages 21-30.
    6. Diana Rodrigues & Bruno Sousa & Sofia Gomes & José Oliveira & Eunice Lopes, 2023. "Exploring Consumer Behavior and Brand Management in the Automotive Sector: Insights from a Digital and Territorial Perspective," Administrative Sciences, MDPI, vol. 13(2), pages 1-13, January.
    7. 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.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Environmental; Social and governance (ESG); Brand attachment; Brand loyalty; Conceptual paper; Consumer behaviour;
    All these keywords.

    JEL classification:

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

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