The Role of Brand Innovativeness and Sustainability in Building Loyalty

The Role of Brand Innovativeness and Sustainability in Building Loyalty | Research Square window.SnipcartSettings = { analytics: { enabled: false } }; (function() { var accessVector = localStorage.getItem('access_vector') || ''; window.dataLayer = window.dataLayer || []; if (accessVector) { window.dataLayer.push({ user: { profile: { profileInfo: { snid: accessVector } } } }); } })(); (function(w,d,s,l,i){w[l]=w[l]||[];w[l].push({'gtm.start':new Date().getTime(),event:'gtm.js'});var f=d.getElementsByTagName(s)[0],j=d.createElement(s),dl=l!='dataLayer'?'&l='+l:'';j.async=true;j.src='https://www.googletagmanager.com/gtm.js?id='+i+dl;f.parentNode.insertBefore(j,f);})(window,document,'script','dataLayer','GTM-K279D39R'); Browse Preprints In Review Journals COVID-19 Preprints AJE Video Bytes Research Tools Research Promotion AJE Professional Editing AJE Rubriq About Preprint Platform In Review Editorial Policies Our Team Advisory Board Help Center Sign In Submit a Preprint Cite Share Download PDF Research Article The Role of Brand Innovativeness and Sustainability in Building Loyalty Sofiane Laradi, Yasmine Hamdane, Mahmaod Alrawad, Faten Derouez This is a preprint; it has not been peer reviewed by a journal. https://doi.org/ 10.21203/rs.3.rs-7921318/v1 This work is licensed under a CC BY 4.0 License Status: Posted Version 1 posted You are reading this latest preprint version Abstract Research on brand innovativeness is gaining traction, with growing interest in its implications for favorable consumer reponses. However, in the eco-conscious era, limited attention has been given to whether the effectiveness of brand innovativeness depends on consumers’ perceptions of a brand’s sustainability values. This study examines the interaction between perceived brand innovativeness and perceived brand sustainability in driving brand loyalty. Using a cross-sectional design and data from consumers of outdoor sports brands, the hypotheses were tested through a PLS-SEM approach. Results indicate that both brand innovativeness and brand sustainability positively influence brand loyalty, with the effect of brand innovativeness being more substantial when brand sustainability is high rather than low. The findings advance the sustainability and innovativeness literature by showing, through a contingency perspective, that brand sustainability functions as a boundary condition for the innovativeness-loyalty linkage. Managerially, the results suggest that sustainability should evolve from a secondary concern to a core element of corporate and marketing strategy. brand innovativeness brand sustainability brand loyalty green brand brand image outdoor sports brand contingency perspective Full Text Additional Declarations No competing interests reported. Cite Share Download PDF Status: Posted Version 1 posted You are reading this latest preprint version Research Square lets you share your work early, gain feedback from the community, and start making changes to your manuscript prior to peer review in a journal. As a division of Research Square Company, we’re committed to making research communication faster, fairer, and more useful. We do this by developing innovative software and high quality services for the global research community. Our growing team is made up of researchers and industry professionals working together to solve the most critical problems facing scientific publishing. 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