Influence of Brand�s Societal Stewardship on Brand Advocacy & Repurchase Intention

Abstract

The importance of customer brand loyalty is increasing day by day as organizations strive to create a unique brand image and positive brand associations in the minds of the customers. Brand trust has been observed to influence brand repurchase intentions and brand advocacy. More and more organizations are engaging in social causes as such activities have been found to result in positive and favorable brand associations by the customers. There is limited research on how brands societal stewardship influences the repurchase intentions and brand advocacy by the consumers. This study was carried out in context of personal care brands engaged in social causes. The study examines the mediating role of brand societal stewardship on customer trust, brand advocacy and repurchase intentions. Data analysis was done using SPSS AMOS and SPSS Andrew Hays Process v3.4 Model 4. The output indicates that the customers were influenced by the societal initiatives taken by the brand and it impacted customer behaviour towards brand advocacy. However, the societal stewardship did not increase the repurchase intention of the customers