20.500.12556/RUL-138437 The influence of brand sustainability on purchase intentions the mediating role of brand impressions and brand attitudes Consumers increasingly expect corporate brands to be sustainable and uphold their ethical values. To explore this topic, we draw on the impression formation literature from social psychology to investigate how perceptions of corporate sustainability activities influence the formation of corporate brand impressions (regarding the dimensions of brand warmth, competence, and morality), which in turn translate into favourable brand attitudes and purchase intentions. In collaboration with a market research company, we conducted an online survey of 441 respondents who evaluated a range of real-world corporate brands from different industries. The results show that brand sustainability has a positive indirect effect on purchase intentions mediated by brand impressions and attitudes towards a brand. We show that brand impressions and attitudes function as complementary mediators, meaning that consumers’ beliefs about a company’s sustainability activities directly affect the consumers’ behavioural intentions. Moreover, we demonstrate that brand warmth, competence, and morality are fundamental dimensions of consumers’ brand impressions. We discuss the implications of the findings and future research directions in the field of corporate brand impressions and sustainability. marketing brands consumer behaviour brand sustainability brand impressions brand morality brand warmth brand competence trženje blagovne znamke vedenje potrošnikov true false true Angleški jezik Slovenski jezik Članek v reviji 2022-07-20 14:22:56 2022-07-20 14:27:56 2022-09-15 04:16:45 0000-00-00 00:00:00 2022 0 0 [in press] 2022 0000-00-00 PostprintKoncna VTisku NiDoloceno 0000-00-00 0000-00-00 2022-07-08 2023-07-09 339.138 1350-231X 10.1057/s41262-022-00280-y 114889475 The_influence_of_brand_sustainability_on_purchase_intentions_the_mediating_role_of_brand_impressions_and_brand_attitudes.pdf The_influence_of_brand_sustainability_on_purchase_intentions_the_mediating_role_of_brand_impressions_and_brand_attitudes.pdf 1 38D2CDE81FFCE8102EB39A33D54AAB1F 607ab0e919379a5341a40bb05769b4c3564d9debb3db6c5928c6e27050eb8167 0452c884-0827-11ed-8aca-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=158766 https://link.springer.com/article/10.1057/s41262-022-00280-y 0 0a81022e-0827-11ed-8aca-00155dcfd717 https://repozitorij.uni-lj.si/Dokument.php?lang=slv&id=158767 Ekonomska fakulteta 0 0 0