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This article examines brand love and brand involvement to explain the relationship between corporate social responsibility (CSR) activity of a firm and brand resonance. Previous studies have only considered the loyalty dimension of the resonance model regarding the relationship between a firm’s CSR activity and brand attitudes. To have a clearer understanding of the relationship between ethicality and consumer attitudes, we consider the other aspects of customer attitudes—attitudinal attachment, sense of community, and active engagement which are encapsulated in the brand resonance model. Therefore, two studies are conducted in this research to test the hypothesized relationships using a PROCESS bootstrapping method. Results from the two studies provide evidence of the mediational role of brand love and involvement in the relationship between perceived ethicality and brand resonance. Whether a firm engages in an ethical or a philanthropic action, a sense of brand love, and involvement with the brand is evoked which subsequently affects consumers’ attitude towards the brand.

CSR and Brand Resonance: The Mediating Role of Brand Love and Involvement