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

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dc.contributor.authorLorgnier, Nicolas G. A.
dc.contributor.authorChanavat, Nicolas
dc.contributor.authorSu, Che-Jen
dc.contributor.authorCinar, Kevser
dc.date.accessioned2024-02-23T13:03:32Z
dc.date.available2024-02-23T13:03:32Z
dc.date.issued2023
dc.departmentNEÜen_US
dc.description.abstractThis 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.en_US
dc.identifier.doi10.1002/sd.2858
dc.identifier.issn0968-0802
dc.identifier.issn1099-1719
dc.identifier.scopus2-s2.0-85180240306en_US
dc.identifier.scopusqualityQ1en_US
dc.identifier.urihttps://doi.org/10.1002/sd.2858
dc.identifier.urihttps://hdl.handle.net/20.500.12452/10663
dc.identifier.wosWOS:001128401700001en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherWileyen_US
dc.relation.ispartofSustainable Developmenten_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectFiten_US
dc.subjectPartnership Authenticityen_US
dc.subjectSdg-Congruityen_US
dc.subjectSponsorshipen_US
dc.subjectSustainable Development Goalsen_US
dc.titleConsumers' perceptions of partnering brands: The roles of perceived sustainable development goals and partnership authenticity in a cross-national contexten_US
dc.typeArticleen_US

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