Celebrity endorsement and brand passion among air travelers: Theory and evidence

Channa

Corp Soc Responsibility Env

et al. 2020

Self Cite

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.

Section: Methodsmentioning

confidence: 99%

Section: Limitations and Future Lines Of Researchmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

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

Channa

Corp Soc Responsibility Env

et al. 2020

Self Cite

“…Second, a considerable amount of literature has tended to focus on passion for an activity (Vallerand et al, ), passion for work (Houlfort et al, ), passion for an airline (Gilal, Paul, Gilal, & Gilal, ), passion for music (Hennion, ), passion for gambling (Morvannou, Dufour, Monson, & Roy, ), and passion for a brand (Gilal, Zhang, Gilal, & Gilal, , )—yet to our knowledge, no efforts have been devoted to studying the mediating effect of employees' passion for environment on the association between green HRM practices and environmental performance. Consequently, our study contributes by linking green HRM practices to environmental performance via the mediation of employees' environmental passion in the context of higher education institutions.…”

Section: Implications For Theory and Practicementioning

confidence: 99%

Promoting environmental performance through green human resource management practices in higher education institutions: A moderated mediation model

Ashraf

Corp Soc Responsibility Env

et al. 2019

Self Cite

262

200

Using two theoretical lenses-organizational citizenship behavior for the environment (OCBE) and supplies-values fit theory (SVFT)-the present study examines the influence of green human resource management (HRM) practices on environmental performance using data from higher education institutions. To this end, our research uses survey data from n = 214 employees to test the moderated mediation hypotheses. The study finds that green HRM practices positively enhance environmental performance via employees' environmental passion. Our study further reveals that the effect of green HRM practices on environmental passion is more important when an employee is high on green values than when s/he is low. The current study provides new theoretical insights into environmental management literature by linking green HRM practices to environmental performance. Our findings provide managers with guidance regarding how and when green HRM practices are more likely to lead to enhanced environmental performance.

Strategic CSR‐brand fit and customers’ brand passion: Theoretical extension and analysis

Paul

Psychology and Marketing

et al. 2021

Self Cite

Prior research in the brand management realm has broadly captured passion for a brand through brand‐related factors. However, to the authors’ knowledge, how the fit between a brand and its corporate social responsibility efforts (strategic CSR‐brand fit) drive brand passion has been surprisingly ignored. Drawing on congruence theory, basic psychological needs theory, and social identity theory, we argue that strategic CSR‐brand fit can significantly influence customers’ sense of autonomy, competence, and relatedness, which in turn leads to brand passion. Furthermore, we hypothesize customer–company identification (CCI) as a key boundary condition for the indirect positive effect of strategic CSR‐brand fit on brand passion through customers’ satisfaction of psychological needs. Structural equation modeling results from a survey conducted with telecom customers (N = 1,059) supported a positive indirect effect of strategic CSR‐brand fit on brand passion through the satisfaction of autonomy, competence, and relatedness needs. Moreover, the indirect effect was statistically significant through competence and relatedness needs satisfaction for customers with high CCI but it was not significant through competence satisfaction for customers with low CCI. CCI trivially facilitates brand passion formation through autonomy needs satisfaction. Implications of these findings for shaping brand passion among customers are discussed.