How brand impressions and brand attitudes mediate the effect of brand social and environmental responsibility on purchase intentions
(A2021-93852)

AUTHORS

Petar Gidakovi?, University of Ljubljana, School of Economics and Business; Mateja Kos Koklic, University of Ljubljana, School of Economics and Business; Mila Ze?evi?, University of Ljubljana, School of Economics and Business; Vesna Zabkar, Faculty of Economics, University of Ljubljana

ABSTRACT

We draw on the impression formation literature from social psychology to show how perceptions of corporate brands’ social and environmental responsibility activities influence the formation of brand impressions (brand warmth, competence, and morality), which in turn translate into brand attitudes and purchase intentions. A sample of 441 respondents evaluated a range of real-world corporate brands from different industries. Results show that a brand's social and environmental responsibility has a positive indirect effect on purchase intentions, mediated by brand impressions and attitudes towards the brand. Implications of the findings and future research directions in the area of corporate brand impression and responsibility are presented.

REFERENCES

We acknowledge the financial support of Slovenian Research Agency (grants N5-0084 and P5-0128).