| By: |
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. |
| Keywords: |
Brand Happiness, Self-Green Brand Congruity (SGBC), Environmental, Social and Governance (ESG), Conceptual paper |
| JEL: |
M31 |
| URL: |
https://d.repec.org/n?u=RePEc:sek:iefpro:14716496 |