IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v75y2023ics0969698923001832.html
   My bibliography  Save this article

Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation

Author

Listed:
  • Kim, Yeonshin
  • Hur, Won-Moo
  • Lee, Luri

Abstract

This study investigates the mediating role of affective commitment in the link between perceptions of corporate social responsibility (CSR) and the intention to participate in CSR activities. We also examine the moderating role of firms' brand equity and corporate reputation in the relationship between perceived CSR and affective commitment. The data were collected from two online surveys and analyzed using Hayes' PROCESS macro. The results indicate a partial mediating effect of affective commitment and a significant moderating effect of brand equity. However, the moderating effect of corporate reputation is not significant. This study contributes to uncovering the process of enhancing CSR performance.

Suggested Citation

  • Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    • Handle: RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923001832
    DOI: 10.1016/j.jretconser.2023.103436
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698923001832
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103436?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Torres, Anna & Bijmolt, Tammo H.A. & Tribó, Josep A. & Verhoef, Peter, 2012. "Generating global brand equity through corporate social responsibility to key stakeholders," International Journal of Research in Marketing, Elsevier, vol. 29(1), pages 13-24.
    2. Faheem Gul Gilal & Nisar Ahmed Channa & Naeem Gul Gilal & Rukhsana Gul Gilal & Zhenxing Gong & Na Zhang, 2020. "Corporate social responsibility and brand passion among consumers: Theory and evidence," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2275-2285, September.
    3. Ardion D. Beldad & Colin T. Seijdel & Menno D. T. Jong, 2020. "Managing Corporate Social Responsibility (CSR) Together: The Effects of Stakeholder Participation and Third-Party Organization (TPO) Endorsement on CSR Initiative Effectiveness," Corporate Reputation Review, Palgrave Macmillan, vol. 23(4), pages 225-240, November.
    4. Park, Eunil & Kim, Ki Joon & Kwon, Sang Jib, 2017. "Corporate social responsibility as a determinant of consumer loyalty: An examination of ethical standard, satisfaction, and trust," Journal of Business Research, Elsevier, vol. 76(C), pages 8-13.
    5. Ginder, Whitney & Byun, Sang-Eun, 2022. "To trust or not to trust? The interplay between labor-related CSR claim type and prior CSR reputation of apparel retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    6. Won‐Moo Hur & Hanna Kim & Hyun Kyung Kim, 2018. "Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behaviour? The mediating roles of customer‐company identification and affective commitment," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1258-1269, November.
    7. Birte Freudenreich & Florian Lüdeke-Freund & Stefan Schaltegger, 2020. "A Stakeholder Theory Perspective on Business Models: Value Creation for Sustainability," Journal of Business Ethics, Springer, vol. 166(1), pages 3-18, September.
    8. Duygu Turker, 2009. "How Corporate Social Responsibility Influences Organizational Commitment," Journal of Business Ethics, Springer, vol. 89(2), pages 189-204, October.
    9. Kim, Minseong & Koo, Dong-Woo, 2020. "Visitors’ pro-environmental behavior and the underlying motivations for natural environment: Merging dual concern theory and attachment theory," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    10. Sun Young Lee & Weiwu Zhang & Alan Abitbol, 2019. "What Makes CSR Communication Lead to CSR Participation? Testing the Mediating Effects of CSR Associations, CSR Credibility, and Organization–Public Relationships," Journal of Business Ethics, Springer, vol. 157(2), pages 413-429, June.
    11. Birger Wernerfelt, 1984. "A resource‐based view of the firm," Strategic Management Journal, Wiley Blackwell, vol. 5(2), pages 171-180, April.
    12. Annika Veh & Markus Göbel & Rick Vogel, 2019. "Corporate reputation in management research: a review of the literature and assessment of the concept," Business Research, Springer;German Academic Association for Business Research, vol. 12(2), pages 315-353, December.
    13. Carlos J. Torelli & Alokparna Basu Monga & Andrew M. Kaikati, 2012. "Doing Poorly by Doing Good: Corporate Social Responsibility and Brand Concepts," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(5), pages 948-963.
    14. Stefan Markovic & Oriol Iglesias & Jatinder Jit Singh & Vicenta Sierra, 2018. "How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality," Journal of Business Ethics, Springer, vol. 148(4), pages 721-740, April.
    15. Kim, Changju & Kinoshita, Akihiro, 2023. "Do you punish or forgive socially responsible companies? A cross-country analysis of boycott campaigns," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    16. Katharine M. Howie & Lifeng Yang & Scott J. Vitell & Victoria Bush & Doug Vorhies, 2018. "Consumer Participation in Cause-Related Marketing: An Examination of Effort Demands and Defensive Denial," Journal of Business Ethics, Springer, vol. 147(3), pages 679-692, February.
    17. Anbumathi, Rajendiran & Dorai, Sriram & Palaniappan, Umayal, 2023. "Evaluating the role of technology and non-technology factors influencing brand love in Online Food Delivery services," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    18. Won-Moo Hur & Hanna Kim & Jeong Woo, 2014. "How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation," Journal of Business Ethics, Springer, vol. 125(1), pages 75-86, November.
    19. Muflih, Muhammad, 2021. "The link between corporate social responsibility and customer loyalty: Empirical evidence from the Islamic banking industry," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    20. Anne-Kathrin Ulke & Laura Marie Schons, 2016. "CSR as a Selling of Indulgences: An Experimental Investigation of Customers’ Perceptions of CSR Activities Depending on Corporate Reputation," Corporate Reputation Review, Palgrave Macmillan, vol. 19(3), pages 263-280, October.
    21. Andrew Crane & Sarah Glozer, 2016. "Researching Corporate Social Responsibility Communication: Themes, Opportunities and Challenges," Journal of Management Studies, Wiley Blackwell, vol. 53(7), pages 1223-1252, November.
    22. Hayagreeva Rao, 1994. "The Social Construction of Reputation: Certification Contests, Legitimation, and the Survival of Organizations in the American Automobile Industry: 1895–1912," Strategic Management Journal, Wiley Blackwell, vol. 15(S1), pages 29-44, December.
    23. Thomas, Sujo & Jadeja, Ashwin, 2021. "Psychological antecedents of consumer trust in CRM campaigns and donation intentions: The moderating role of creativity," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    24. Pilar Fernández‐Ferrín & Sandra Castro‐González & Belén Bande, 2021. "Corporate social responsibility, emotions, and consumer loyalty in the food retail context: Exploring the moderating effect of regional identity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 648-666, March.
    25. Bartikowski, Boris & Walsh, Gianfranco, 2011. "Investigating mediators between corporate reputation and customer citizenship behaviors," Journal of Business Research, Elsevier, vol. 64(1), pages 39-44, January.
    26. Tan, Yuxuan & Gong, Yanping & Xie, Julan & Li, Jian & Liu, Yongdan, 2022. "More mindfulness, less conspicuous consumption? Evidence from middle-aged Chinese consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    27. Ruiz, Belén & García, Juan A., 2021. "Analyzing the relationship between CSR and reputation in the banking sector," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    28. Dang, Van Thac & Nguyen, Ninh & Pervan, Simon, 2020. "Retailer corporate social responsibility and consumer citizenship behavior: The mediating roles of perceived consumer effectiveness and consumer trust," Journal of Retailing and Consumer Services, Elsevier, vol. 55(C).
    29. Andrea Pérez & Ignacio Rodríguez del Bosque, 2013. "Measuring CSR Image: Three Studies to Develop and to Validate a Reliable Measurement Tool," Journal of Business Ethics, Springer, vol. 118(2), pages 265-286, December.
    30. Assâad El Akremi & Jean-Pascal Gond & Valérie Swaen & Kenneth de Roeck & Jacques Igalens, 2018. "How Do Employees Perceive Corporate Responsibility? Development and Validation of a Multidimensional Corporate Stakeholder Responsibility Scale," Post-Print halshs-01520959, HAL.
    31. Min, Jihye & Kim, Jiyoung & Yang, Kiseol, 2023. "CSR attributions and the moderating effect of perceived CSR fit on consumer trust, identification, and loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    32. Karaosmanoglu, Elif & Altinigne, Nesenur & Isiksal, Didem Gamze, 2016. "CSR motivation and customer extra-role behavior: Moderation of ethical corporate identity," Journal of Business Research, Elsevier, vol. 69(10), pages 4161-4167.
    33. Lombart, Cindy & Louis, Didier, 2014. "A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 630-642.
    34. Kumar, Vikas & Kaushal, Vikrant & Shashi,, 2023. "Role of customer perceived brand ethicality in inducing engagement in online brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    35. Chi-Shiun Lai & Chih-Jen Chiu & Chin-Fang Yang & Da-Chang Pai, 2010. "The Effects of Corporate Social Responsibility on Brand Performance: The Mediating Effect of Industrial Brand Equity and Corporate Reputation," Journal of Business Ethics, Springer, vol. 95(3), pages 457-469, September.
    36. Mihaela Simona Moise & Irene Gil-Saura & Maja Šerić & Maria Eugenia Ruiz Molina, 2019. "Influence of environmental practices on brand equity, satisfaction and word of mouth," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 646-657, November.
    37. Won‐Moo Hur & Tae‐Won Moon & Hanna Kim, 2020. "When and how does customer engagement in CSR initiatives lead to greater CSR participation? The role of CSR credibility and customer–company identification," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(4), pages 1878-1891, July.
    38. Won-Moo Hur & Tae-Won Moon & Sung-Hoon Ko, 2018. "How Employees’ Perceptions of CSR Increase Employee Creativity: Mediating Mechanisms of Compassion at Work and Intrinsic Motivation," Journal of Business Ethics, Springer, vol. 153(3), pages 629-644, December.
    39. Won-Moo Hur & Tae-Won Moon & Hanna Kim, 2020. "When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 421-437, July.
    40. Cindy Lombart & Didier Louis, 2014. "A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)," Post-Print hal-01027577, HAL.
    41. Ker-Tah Hsu, 2012. "The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the Life Insurance Industry in Taiwan," Journal of Business Ethics, Springer, vol. 109(2), pages 189-201, August.
    42. David Eberle & Guido Berens & Ting Li, 2013. "The Impact of Interactive Corporate Social Responsibility Communication on Corporate Reputation," Journal of Business Ethics, Springer, vol. 118(4), pages 731-746, December.
    43. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    44. Sascha Raithel & Manfred Schwaiger, 2015. "The effects of corporate reputation perceptions of the general public on shareholder value," Strategic Management Journal, Wiley Blackwell, vol. 36(6), pages 945-956, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gálvez-Sánchez, Francisco Jesús & Molina-Prados, Aida & Molina-Moreno, Valentín & Moral-Cuadra, Salvador, 2024. "Exploring the three-dimensional effect of corporate social responsibility on brand equity, corporate reputation, and willingness to pay. A study of the fashion industry," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Herrador-Alcaide, Teresa & Topa, Gabriela & Fernández-Muñoz, Juan José, 2024. "CSR of stock markets companies and customers purchase intentions: An empirical analysis in Spain," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Park, Sangchul & Ahn, Sungsook & Kim, Sanghoon, 2024. "Sport event vs. art event? The effect of CSR-linked sponsorship event type on product purchase," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Won‐Moo Hur & Hanna Kim & Hyun Kyung Kim, 2018. "Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behaviour? The mediating roles of customer‐company identification and affective commitment," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1258-1269, November.
    2. Gálvez-Sánchez, Francisco Jesús & Molina-Prados, Aida & Molina-Moreno, Valentín & Moral-Cuadra, Salvador, 2024. "Exploring the three-dimensional effect of corporate social responsibility on brand equity, corporate reputation, and willingness to pay. A study of the fashion industry," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Maryam Zidehsaraei & Reza Esmaeilpour & Mohsen Akbari, 2024. "The effects of similarity of values, religious values, and empathy on bank commitment to CSR and customers’ internal and behavioral responses: evidence from Guilan Province in Iran," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(1), pages 154-170, March.
    4. Pilar Fernández‐Ferrín & Sandra Castro‐González & Belén Bande, 2021. "Corporate social responsibility, emotions, and consumer loyalty in the food retail context: Exploring the moderating effect of regional identity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 648-666, March.
    5. Huang, Miaojia & Geng, Shuang & Yang, Wen & Law, Kris M.Y. & He, Yuqin, 2024. "Going beyond the role: How employees' perception of corporate social responsibility fuels proactive customer service performance," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    6. Mª. Eugenia López‐Pérez & Iguácel Melero & F. Javier Sesé, 2017. "Does Specific CSR Training for Managers Impact Shareholder Value? Implications for Education in Sustainable Development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(5), pages 435-448, September.
    7. María Eugenia López-Pérez & Iguácel Melero-Polo & Rosario Vázquez-Carrasco & Jesús Cambra-Fierro, 2018. "Sustainability and Business Outcomes in the Context of SMEs: Comparing Family Firms vs. Non-Family Firms," Sustainability, MDPI, vol. 10(11), pages 1-16, November.
    8. Alfredo Flores-Hernández & Ana Olavarría-Jaraba & Guadalupe Valera-Blanes & Rosario Vázquez-Carrasco, 2020. "Sustainability and Branding in Retail: A Model of Chain of Effects," Sustainability, MDPI, vol. 12(14), pages 1-15, July.
    9. Mª Eugenia López‐Pérez & Iguácel Melero & F Javier Sese, 2017. "Management for Sustainable Development and Its Impact on Firm Value in the SME Context: Does Size Matter?," Business Strategy and the Environment, Wiley Blackwell, vol. 26(7), pages 985-999, November.
    10. Swaen, Valérie & Demoulin, Nathalie & Pauwels-Delassus, Véronique, 2021. "Impact of customers’ perceptions regarding corporate social responsibility and irresponsibility in the grocery retailing industry: The role of corporate reputation," Journal of Business Research, Elsevier, vol. 131(C), pages 709-721.
    11. J. Alfredo Flores‐Hernández & Jesús J. Cambra‐Fierro & Rosario Vázquez‐Carrasco, 2020. "Sustainability, brand image, reputation and financial value: Manager perceptions in an emerging economy context," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(4), pages 935-945, July.
    12. Ifzal Ahmad & Khurram Shahzad & Asma Gul, 2019. "Mediating Role of Customer Satisfaction between Corporate Social Responsibility and Customer-Based Brand Equity," Business & Economic Review, Institute of Management Sciences, Peshawar, Pakistan, vol. 11(1), pages 123-144, March.
    13. Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh & Vicenta Sierra, 2019. "Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits," Journal of Business Ethics, Springer, vol. 154(2), pages 441-459, January.
    14. SangRyeong Lee & Jin-Woo Park & Sukhoon Chung, 2022. "The Effects of Corporate Social Responsibility on Corporate Reputation: The Case of Incheon International Airport," Sustainability, MDPI, vol. 14(17), pages 1-19, September.
    15. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    16. Hsiu-Hua Chang, 2017. "Consumer Socially Sustainable Consumption: The Perspective toward Corporate Social Responsibility, Perceived Value, and Brand Loyalty," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(2), pages 167-191, August.
    17. Vicenta Sierra & Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh, 2017. "Does Ethical Image Build Equity in Corporate Services Brands? The Influence of Customer Perceived Ethicality on Affect, Perceived Quality, and Equity," Journal of Business Ethics, Springer, vol. 144(3), pages 661-676, September.
    18. Raghavendra, Ananya Hadadi & Bala, Pradip Kumar & Mukherjee, Arindam, 2024. "Text mining analysis of retail and consumer service leaders' sustainability narratives: Are they actually true?," Journal of Retailing and Consumer Services, Elsevier, vol. 80(C).
    19. Francisco Javier Forcadell & Elisa Aracil, 2017. "European Banks' Reputation for Corporate Social Responsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 24(1), pages 1-14, January.
    20. Bardos, Katsiaryna Salavei & Ertugrul, Mine & Gao, Lucia Silva, 2020. "Corporate social responsibility, product market perception, and firm value," Journal of Corporate Finance, Elsevier, vol. 62(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:75:y:2023:i:c:s0969698923001832. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.