Chief marketing officers' future focus and firms' sustainability marketing commitment
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 1 February 2022
Issue publication date: 4 January 2023
Abstract
Purpose
This study examines a moderated moderation model in which the hardiness of chief marketing officers (CMOs) moderates the relationship between CMOs' future focus and firms' sustainability marketing commitment (SMC), and this moderating effect is moderated by CMOs' proactive personality.
Design/methodology/approach
A sample of 298 CMOs of firms in Vietnam was surveyed to collect data. Confirmatory factor analysis was employed to validate the measures of the constructs used in the model and structural equation modeling (SEM) was used to test the model and hypotheses.
Findings
The SEM results reveal that CMOs' future focus had a positive relationship with firms' SMC. Furthermore, both CMOs' hardiness and its interaction with CMOs' future focus had positive effects on firms' SMC. Finally, the three-way interaction between CMOs' future focus, hardiness and proactive personality had a positive effect on firms' SMC.
Practical implications
The study findings assist firms in emerging markets in understanding the roles of some key personality-based resources of CMOs in fostering firms' SMC.
Originality/value
This study is among the first to investigate the roles of CMOs' personality-based resources (i.e. future focus, hardiness and proactive personality) in firms' SMC, offering insight into the sustainability marketing literature.
Keywords
Acknowledgements
This work was supported by a grant from the University of Economics HCM City and Western Sydney University Joint Research Program (Grant No. A-2018-03.2). The authors are grateful to Dr. Nigel Barrett at the Marketing Discipline Group, UTS Business School, University of Technology, Sydney, for his valuable comments on an earlier draft of the paper.
Citation
Thu, N.N. and Tho, N.D. (2023), "Chief marketing officers' future focus and firms' sustainability marketing commitment", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 1, pp. 214-230. https://doi.org/10.1108/APJML-05-2021-0368
Publisher
:Emerald Publishing Limited
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