Consumers' perceptions of partnering brands: The roles of perceived sustainable development goals and partnership authenticity in a cross-national context

This paper explores the ways in which consumers' perceptions of brands' sustainable development goals (SDGs) may influence perceptions of partnership authenticity and consumer loyalty toward partnering brands. Data collected from American, French, Turkish, Chinese, and Taiwanese respondents (n = 1241) were used to study the relationships among a Mega Sport Event Organizer - the International Olympic Committee, one of its sponsors, Airbnb, and their consumers. Findings reveal that both the salience of the partners' SDGs and the degree to which their SDGs align significantly impact the partnership authenticity which, in turn, fosters brand loyalty. Salience of brands' SDGs yields stronger predictions of partnership authenticity compared to SDG-congruity. Additionally, while collectivism strengthens the effect of partnership authenticity, its impact on sustainable development is comparatively limited. From a conceptual standpoint, the research's contributions to categorization theory are discussed. Practical implications are presented for marketers seeking to enhance the effectiveness of their sustainable development strategy.