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The Effect of CSR Fit and CSR Authenticity on the Brand Attitude

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  • Songmi Kim

    (School of Business and Technology Management, Korea Advanced Institute of Science and Technology (KAIST), Daejeon 34141, Korea)

  • Heejung Lee

    (Department of Business Administration, Kyonggi University, Suwon 16227, Korea)

Abstract

This study examined consumer evaluation of corporate social responsibility (CSR) activities with a focus on the authenticity and fit of CSR activities and analyzed the influence of consumers’ individual perception based on CSR involvement. We carried out an empirical survey to test the hypotheses presented by a scenario test using a questionnaire of 315 college students. The results showed that higher CSR fit has a positive effect on CSR authenticity and brand attitude. As a result of verifying the moderating effect of CSR involvement, the higher the CSR involvement is, the lower the impact of CSR fit on CSR authenticity. Therefore, consumers with high CSR involvement are less affected by CSR fit in evaluating the authenticity of CSR.

Suggested Citation

  • Songmi Kim & Heejung Lee, 2019. "The Effect of CSR Fit and CSR Authenticity on the Brand Attitude," Sustainability, MDPI, vol. 12(1), pages 1-10, December.
    • Handle: RePEc:gam:jsusta:v:12:y:2019:i:1:p:275-:d:303116
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    References listed on IDEAS

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    Cited by:

    1. Muhsina Jannat & Md. Mahmudul Haque & Mohammad Ashraful Ferdous Chowdhury, 2024. "Does Trust Mediate in Corporate Social Responsibility (CSR) and Brand Equity Nexus? Empirical Evidence from the Banking Sector," FIIB Business Review, , vol. 13(3), pages 340-355, May.
    2. Christoph Bey & Dirk C. Moosmayer, 2023. "Making a Brand Loved Rather Than Sustainable? Cosmopolitanism and Brand Love as Competing Communication Claims," Sustainability, MDPI, vol. 15(13), pages 1-13, July.
    3. Huidong Sun & Mustafa Raza Rabbani & Naveed Ahmad & Muhammad Safdar Sial & Guping Cheng & Malik Zia-Ud-Din & Qinghua Fu, 2020. "CSR, Co-Creation and Green Consumer Loyalty: Are Green Banking Initiatives Important? A Moderated Mediation Approach from an Emerging Economy," Sustainability, MDPI, vol. 12(24), pages 1-22, December.
    4. Achilleas Barlas & Aggeliki Valakosta & Christos Katsionis & Anastasios Oikonomou & Vasiliki Brinia, 2023. "The Effect of Corporate Social Responsibility on Customer Trust and Loyalty," Sustainability, MDPI, vol. 15(2), pages 1-14, January.
    5. Yeboah, Abraham & Asuamah Yeboah, Samuel & Mogre, Diana, 2024. "Unveiling the Power of Corporate Citizenship: A Deep Dive into Brand Confidence, Loyalty, Green Innovation, and Sustainable Buying Intentions," MPRA Paper 122394, University Library of Munich, Germany, revised 18 Sep 2024.
    6. M. Kouzez & J. Y. Lee & G. Branellec & J. Oh, 2023. "RSE et banques en ligne : le cas du marché sud-coréen," Post-Print hal-04469792, HAL.
    7. Shu Wang & Ying-Kai Liao & Wann-Yih Wu & Khanh Bao Ho Le, 2021. "The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions," Sustainability, MDPI, vol. 13(21), pages 1-19, October.
    8. Ahmad, Fayez & Guzmán, Francisco & Al-Emran, Md, 2024. "Brand activism and the consequence of woke washing," Journal of Business Research, Elsevier, vol. 170(C).

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