Corporate social responsibility and brand passion among consumers: Theory and evidence

Faheem Gul Gilal, Nisar Ahmed Channa, Naeem Gul Gilal, Rukhsana Gul Gilal, Zhenxing Gong and Na Zhang

Corporate Social Responsibility and Environmental Management, 2020, vol. 27, issue 5, 2275-2285

Abstract: 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.

Date: 2020
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https://doi.org/10.1002/csr.1963

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Persistent link: https://EconPapers.repec.org/RePEc:wly:corsem:v:27:y:2020:i:5:p:2275-2285

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