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Article
Publication date: 14 June 2022

Sujata Khandai, Jones Mathew, Renu Yadav, Sonia Kataria and Harpuneet Kohli

The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also…

1711

Abstract

Purpose

The purpose of this paper is to explore the impact of sustainable marketing practices of firms on consumers’ attitudinal and behavioral brand loyalty. In addition, this study also aims to explore the mediating effect of brand trust and brand affect on this relationship.

Design/methodology/approach

A combination of descriptive and causal research has been used, for which data was collected from 582 respondents and processed using structural equation modeling to establish multivariate relationships. The PROCESS method was used to estimate mediation effects.

Findings

A rather valuable insight that emerged is the significant role that brand trust and brand affect play in engendering attitudinal and behavioral brand loyalty among consumers, for firms adopting sustainable marketing practices. Findings revealed that sustainable marketing practices result in enhanced brand trust, which further translates into higher levels of brand affect, thereby leading to attitudinal brand loyalty and further resulting in behavioral brand loyalty. This study also highlights the importance of brand affect in developing enduring behavioral brand loyalty.

Research limitations/implications

Consumers today are changing their consumption habits, preferring to satisfy ideological and symbolic needs rather than just rational needs. So, marketers practising sustainable marketing should aim to leverage brand trust and brand affect to ensure lasting behavioral brand loyalty.

Originality/value

The examination of the effect of sustainable marketing practices on brand-related variables has contributed to a better understanding of the mechanism that underlines the operation of emotion-based enduring loyalty. The vast majority of studies that provided insights about sustainable marketing practices and consumer behavior thereof were dominated by European and American perspectives and very few studies exist with a focus on developing economies. This study attempts to fill this void by exploring the personal care market in India.

Details

Society and Business Review, vol. 18 no. 2
Type: Research Article
ISSN: 1746-5680

Keywords

Article
Publication date: 16 December 2019

Sonia Kataria and Vinod Saini

The purpose of this paper is to explore the inter-relationship of dimensions for consumer-based brand equity and brand loyalty with customer satisfaction as a mediator for oral…

7204

Abstract

Purpose

The purpose of this paper is to explore the inter-relationship of dimensions for consumer-based brand equity and brand loyalty with customer satisfaction as a mediator for oral care segment with special reference to Delhi and connecting areas.

Design/methodology/approach

For achieving the objective of this study, the theoretical model was tested through structural equation modelling. Research scales from the literature were modified for suitability. Data were collected from 250 respondents.

Findings

The results indicate that for the oral care segment, customer satisfaction is significantly related to the perceived quality, brand trust, perceived value of cost and lifestyle congruence. Moreover, customer satisfaction partially mediates the relationship of perceived quality and perceived value of cost with brand loyalty, whereas it fully mediates the relationship of lifestyle congruence and brand trust with brand loyalty. Thus, even for low-involvement products, consumer purchases are based on the attributes of the brand rather than being merely habitual.

Originality/value

The literature supports the direct influence of brand equity on brand loyalty. However, no other study has investigated the mediating role of customer satisfaction on the relationship between brand equity and brand loyalty for low-involvement products.

Details

South Asian Journal of Business Studies, vol. 9 no. 1
Type: Research Article
ISSN: 2398-628X

Keywords

Article
Publication date: 3 October 2023

Priya Kataria and Shelly Pandey

The purpose of this paper is to study the experiences of middle-class working mothers from the ITES (Information Technology Enabled Service) sector in India during the COVID-19…

112

Abstract

Purpose

The purpose of this paper is to study the experiences of middle-class working mothers from the ITES (Information Technology Enabled Service) sector in India during the COVID-19 pandemic. Their experiences of work from home are studied in the backdrop of the ideal worker model at work and the adult worker model at home. Further, the study aims to identify the need for sustainable, inclusive practices for working mothers in Indian organizations to break the male breadwinner model in middle-class households.

Design/methodology/approach

A qualitative approach to collect data from 39 middle-class mothers working in MNCs in four metro cities in India. The semi-structured, in-depth interviews focused on their experiences of motherhood, care and work before, during and after the COVID-19 pandemic.

Findings

The pandemic made it evident that the ideal worker model in organizations and the adult worker model at home were illusions for working mothers. The results indicate a continued obligation of the “ideal worker culture” at organizations, even during the health crisis. It made the working mothers realize that they were chasing both the (ideal worker and adult worker) norms but could never achieve them. Subsequently, the male breadwinner model was reinforced at home due to the matrix of motherhood, care and work during the pandemic. The study concludes by arguing the reconstruction of the ideal worker image to make workplaces more inclusive for working mothers.

Originality/value

The study is placed in the context of Indian middle-class motherhood during the pandemic, a demography less explored in the literature. The paper puts forth various myths constituting the gendered realities of Indian middle-class motherhood. It also discusses sustainable, inclusive workplace practices for mothers from their future workplaces' standpoint, especially in post-pandemic times.

Details

Equality, Diversity and Inclusion: An International Journal, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 2040-7149

Keywords

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