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The effects of creating shared value (CSV) on the consumer self–brand connection: Perspective of sustainable development

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  • Chang‐Hyun Jin

Abstract

The purpose of this study is to shed light on the self–brand connection by analyzing two relationships: first, the effects on the self–brand connection of the association in a consumer's mind between the corporate strategy known as creating shared value (CSV) and brands that deploy this strategy; second, the effects on the self–brand connection of the association between corporate competence and brands. The paper examines whether the authenticity with which a firm deploys the CSV strategy (and markets products that are perceived as authentic) has a positive effect on the formation of self–brand connections among consumers. A company that manufactures eco‐friendly products and implements a CSV strategy as a means of managing its operations ethically was chosen as the research subject. A total of 1500 consumers participated in the survey. The study found that consumers' perceptions of the associations of CSV and corporate competence with the brand under study are closely related to the self–brand connection. Such associations can also generate self‐identification with a brand as well as brand loyalty. The authenticity of CSV activity and related products was found to play a critical role in the formation of consumer attitudes such as perception of sustainable development.

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  • Chang‐Hyun Jin, 2018. "The effects of creating shared value (CSV) on the consumer self–brand connection: Perspective of sustainable development," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 25(6), pages 1246-1257, November.
    • Handle: RePEc:wly:corsem:v:25:y:2018:i:6:p:1246-1257
    DOI: 10.1002/csr.1635
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    1. Manuel Ángel Fernández‐Gámez & A. Manuel Gutiérrez‐Ruiz & Rafael Becerra‐Vicario & Daniel Ruiz‐Palomo, 2020. "The impact of creating shared value on hotels online reputation," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2201-2211, September.
    2. Sharmin Taskin & Amna Javed & Youji Kohda, 2023. "Creating Shared Value in Banking by Offering Entrepreneurship Education to Female Entrepreneurs," Sustainability, MDPI, vol. 15(19), pages 1-15, October.
    3. Anat Toder‐Alon & Eyal Rosenstreich & Tali Te'eni Harari, 2019. "Give or take? Consumers' ambivalent perspectives on the relationship between a firm's corporate social responsibility engagement and its responsible tax payments," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(4), pages 872-884, July.
    4. Sang-soo Kim & Woo-yeul Baek & Kevin K. Byon & Sung-bum Ju, 2020. "Creating Shared Value and Fan Loyalty in the Korean Professional Volleyball Team," Sustainability, MDPI, vol. 12(18), pages 1-12, September.
    5. Sang-soo Kim & Woo-yeul Baek & Kevin K. Byon & Sung-bum Ju, 2021. "Creating Shared Value to Enhance Customer Loyalty: A Case of a Sporting Goods Company in Korean Athletic Shoe Market," Sustainability, MDPI, vol. 13(13), pages 1-11, June.

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