Closed-Loop Supply Chain Integration: Assessing Marketing Impacts and Customer Perceptions of Sustainable Brand Value in the Saudi Photovoltaic Industry

• Autores: Karim Soliman, Aseel Bahareth
• Localización: International Journal of Professional Business Review: Int. J. Prof.Bus. Rev., ISSN 2525-3654, ISSN-e 2525-3654, Vol. 8, Nº. 12, 2023 (Ejemplar dedicado a: Continuous publication; e3993)
• Idioma: inglés
• DOI: 10.26668/businessreview/2023.v8i12.4064
• Enlaces
  • Texto completo (pdf)
• Resumen

  • Purpose:  This investigation addresses the influence of closed-loop supply chain integration (CLSCI) on consumer perception of sustainable brand value, examining its effect on purchasing decisions, brand loyalty, and image.

      Theoretical framework:  The study operates within a framework that posits CLSCI as a potential enhancer of sustainable brand value, mediated by demographic variables and consumer consciousness of sustainability practices.

      Design/methodology/approach:  A cross-sectional analysis was performed with 240 Saudi participants using Multivariate Analysis of Variance (MANOVA) to assess the hypotheses derived from the theoretical framework.

      Findings:  Results indicate a direct correlation between CLSCI and brand image, strengthened by consumer awareness. Moreover, age and awareness significantly mediate the relationship between CLSCI and perceived brand value and purchasing decisions.

      Research, Practical & Social implications:  Findings underscore the necessity for Saudi photovoltaic (PV) firms to elevate CLSCI awareness and its linkage to brand image. The study also prompts further examination of age-related influences and sustainable waste management practices.

      Originality/value:  his study contributes to the limited research on CLSCI's role within the Saudi PV sector, providing empirical evidence and a conceptual model for CLSCI implementation, offering insights for enhanced consumer engagement and sustainable brand development.

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