Sustainability and branding in retail: a model of chain of effects

Rosario Vázquez Carrasco, Guadalupe Valera Blanes, Ana Olavarría Jaraba, Javier Alfredo Flores Hernández

Research output: Contribution to journalArticle (Contribution to Journal)peer-review


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 positiveWord 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.
Original languageAmerican English
StatePublished - 1 Jan 2020


  • Article

OECD Category

  • Economía, Negocios

Ulima Repository Subject

  • Branding
  • Comercio al por menor
  • Corporate image
  • Imagen corporativa
  • Responsabilidad social de la empresa
  • Retail trade
  • Social responsability of the company


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