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Linking sustainability to consumer brand engagement in omnichannel communication of luxury fashion brands

Costanza Dasmi et al.

Journal of Consumer Marketing2026https://doi.org/10.1108/jcm-11-2024-7378article
AJG 1ABDC A
Weight
0.50

Abstract

Purpose The purpose of this study is to investigate how consumer brand engagement may be improved by conveying sustainability in an omnichannel setting. Design/methodology/approach This research focuses on luxury fashion brands, presenting a multiple case study of four Italian luxury fashion brands highly committed to sustainability. Findings It demonstrates the vital role that omnichannel communication plays in conveying sustainable brand behaviours to increase consumer brand engagement and the beneficial influence on positive word of mouth, a sense of community and helpfulness. Originality/value This study identifies strategies in omnichannel sustainability communication to increase consumer engagement with luxury fashion brands.

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https://doi.org/https://doi.org/10.1108/jcm-11-2024-7378

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@article{costanza2026,
  title        = {{Linking sustainability to consumer brand engagement in omnichannel communication of luxury fashion brands}},
  author       = {Costanza Dasmi et al.},
  journal      = {Journal of Consumer Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/jcm-11-2024-7378},
}

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Linking sustainability to consumer brand engagement in omnichannel communication of luxury fashion brands

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.