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

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

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.

Suggested Citation

  • 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.
    • Handle: RePEc:wly:corsem:v:27:y:2020:i:5:p:2275-2285
    DOI: 10.1002/csr.1963
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    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. 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).
    4. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    5. Ibrahim Alnawas & Nabil Ghantous & Jane Hemsley-Brown, 2023. "Can CSR foster brand defense? A moderated-mediation model of the role of brand passion," Journal of Brand Management, Palgrave Macmillan, vol. 30(3), pages 190-206, May.
    6. Yihua Wu & Muhammad Farrukh & Ali Raza & Fanchen Meng & Imtiaz Alam, 2021. "Framing the evolution of the corporate social responsibility and environmental management journal," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(4), pages 1397-1411, July.
    7. Chen Ma & Latif Yasir, 2023. "Carrot or Stick? CSR and Firm Financial Performance," Journal of Business Ethics, Springer, vol. 188(2), pages 349-365, November.
    8. Zhou, Zhiyong & Wu, Yanhong & Xie, Qinghua, 2024. "Social responsibility, information technology, and high-quality development of mining enterprise using structural equation modeling (SEM)," Resources Policy, Elsevier, vol. 91(C).
    9. Jia Meng & ZhongXiang Zhang, 2022. "Corporate Environmental Information Disclosure and Investor Response: Empirical Evidence from China's Capital Market," Working Papers 2022.03, Fondazione Eni Enrico Mattei.
    10. Francesca Dal Mas & William Tucker & Maurizio Massaro & Carlo Bagnoli, 2022. "Corporate social responsibility in the retail business: A case study," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(1), pages 223-232, January.
    11. Meng, Jia & Zhang, ZhongXiang, 2022. "Corporate environmental information disclosure and investor response: Evidence from China's capital market," Energy Economics, Elsevier, vol. 108(C).
    12. Hee-Kyung Koh & Regina Burnasheva & Yong Gu Suh, 2022. "Perceived ESG (Environmental, Social, Governance) and Consumers’ Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality," Sustainability, MDPI, vol. 14(8), pages 1-15, April.

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