A moderated mediation model of perceived social sustainability on brand evangelism

Purpose Social sustainability is increasingly regarded by consumers as a key factor in brand loyalty and the perception of brand authenticity in relation to societal, community and environmental actions. Hence, this study examines the mechanism through which perceived social sustainability of brands affects brand evangelism, mediated by perceived brand authenticity. Drawing on the self-determination theory, altruism is tested as the boundary condition for the mediating relationship. Design/methodology/approach To validate the proposed theoretical effects, the authors collected data from two distinct samples in different countries, each emphasising a specific context. The first study involved 355 respondents from Malaysia, focusing on a general branding context. The second study included 183 respondents recruited through Prolific, with an emphasis on a fashion branding context. The data were analysed using partial least squares structural equation modelling (PLS-SEM). Findings Two studies report consistent results. Particularly, perceived social sustainability of brands positively affects brand evangelism. In addition, perceived authenticity significantly mediates the relationship between perceived social sustainability of brands and brand evangelism. The mediating effect is amplified when consumers exhibit a high level of altruism. Originality/value This research contributes theoretically by highlighting the moderated mediated effects of altruism and perceived brand authenticity on the relationship between perceived social sustainability of brands and brand evangelism. Practically, these findings provide insights to the industry into the possible implications and motivators that enhance their sustainable branding strategies in developing a stronger brand.