The Influence of Sustainable Positioning on eWOM and Brand Loyalty: Analysis of Credible Sources and Transparency Practices Based on the S-O-R Model

With increased concern for environmental and social issues, consumers the apparel industry have become more interested in topic of sustainability. Numerous brands strive to reposition sustainability by employing credible sources maintaining information transparency get consumers’ recognition. By stimulus-organism-response (S-O-R) framework, this study experimented with how positioning (EPA vs. Celebrity Social Media Influencer) high (vs. low) influence brand attachment, trust, identification, leading eWOM loyalty. The findings indicate that sustainable (i.e., EPA influencers) could achieve positive identification media marketing. However, we did not find evidence impact on these dependable variables. Furthermore, loyalty are significantly influenced attachment whereas positively affects only, eWOM. Additionally, found women higher-income groups had a preference brands.