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Corporate Social Responsibility and Product Evaluation: The Moderating Role of Brand Familiarity
Author(s) -
Perera Liyanage Chamila Roshani,
Chaminda Jayawickrama Withanage Dushan
Publication year - 2012
Publication title -
corporate social responsibility and environmental management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.519
H-Index - 73
eISSN - 1535-3966
pISSN - 1535-3958
DOI - 10.1002/csr.1297
Subject(s) - corporate social responsibility , product (mathematics) , business , brand awareness , marketing , brand management , social responsibility , advertising , public relations , political science , geometry , mathematics
This study investigates the relationship between corporate social responsibility (CSR) and product evaluation and the role of brand familiarity in moderating the relationship between CSR and product evaluation. Using different levels of brand familiarity (high versus low) and CSR initiatives (high versus low), a between‐subjects experiment was carried out. The study finds that CSR has a positive impact on product evaluation and this positive impact is greater for products with high brand familiarity than products with low brand familiarity. The level of brand familiarity moderates the relationship between CSR and product evaluation. The study also reveals that the higher the CSR commitment and the brand familiarity, the more positive the product evaluation. Copyright © 2012 John Wiley & Sons, Ltd and ERP Environment