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Corporate social responsibility and brand passion among consumers: Theory and evidence
Author(s) -
Gilal Faheem Gul,
Chanisar Ahmed,
Gilal Naeem Gul,
Gilal Rukhsana Gul,
Gong Zhenxing,
Zhang Na
Publication year - 2020
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.1963
Subject(s) - brand management , corporate social responsibility , business , passion , corporate branding , exploratory factor analysis , perception , mediation , confirmatory factor analysis , advertising , marketing , brand awareness , moderated mediation , brand equity , brand relationship , affect (linguistics) , conceptual model , psychology , social psychology , public relations , sociology , political science , service (business) , social science , philosophy , communication , epistemology , neuroscience
Adopting a social identity theory perspective, this research aims to examine the impact of customers' perceptions associated with corporate social responsibility (CSR) on brand attachment and brand trust and, consequently, consumer brand passion. Additionally, it delves into the mediating roles of brand attachment and brand trust. To this end, a survey entailing a sample of N = 266 young consumers living in Pakistan was used, and exploratory factor analysis, confirmatory factor analysis, and mediation analysis techniques were employed as methods to assess the hypothesized relationships among variables using both AMOS 24.0 and SPSS 24.0. Our findings delineate that customers' perception of a firm's CSR activities significantly increases brand attachment and brand trust; brand attachment and brand trust, and consumer perception of CSR, affect consumer brand passion, and brand attachment and brand trust play a fully mediating role in these relationships. Theoretical and managerial implications are discussed.