Measuring perceived social sustainability of brands – A scale development

NAGENDRA, S.M., DEY, Dipanjan Kumar, SINGH, Pallavi and SAHADEV, Sunil (2024). Measuring perceived social sustainability of brands – A scale development. Journal of Cleaner Production, 444: 141104.

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Consumer perceptions regarding a brand’s commitment to social sustainability is a crucial differentiator and contributes to brand equity. Despite the acknowledged importance, presently no measurement scale is available for measuring consumer Perceived Social Sustainability of Brands (PSSB). This study, therefore, attempts to develop and validate the PSSB scale. Results from two empirical studies were used to establish the psychometric properties of the PSSB scale. Findings reveal PSSB comprises of six underlying dimensions namely: supporting education, supporting community, supporting innovative growth, supporting poverty elimination, supporting healthy living, and supporting sustainable water management. Based on the empirical studies a final refined scale with 26 measurement items was developed after testing for reliability and validity. We also tested the predictive validity of the scale, which show that PSSB is a valid predictor of outcomes such as brand trust and brand image. PSSB scale is developed around SDGs (Sustainable Development Goals) to help managers measure, understand, and accordingly mainstream the brand’s social sustainability perceptions among their target consumers and potential markets.

Item Type: Article
Uncontrolled Keywords: 0907 Environmental Engineering; 0910 Manufacturing Engineering; 0915 Interdisciplinary Engineering; Environmental Sciences; 33 Built environment and design; 40 Engineering
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SWORD Depositor: Symplectic Elements
Depositing User: Symplectic Elements
Date Deposited: 26 Feb 2024 11:12
Last Modified: 26 Feb 2024 11:21

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