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

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.

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

“…Although the effect of CSR‐brand fit on customers’ relatedness needs satisfaction has not been examined before, the recent research by Wang and Li (2016, 2017) suggest that relatedness needs satisfaction, which is an individual's inherent desire to feel connected, respected, and cared for by others, is influenced by firm's marketing efforts. In line with this, Gilal et al (2020) suggest that customers engage in sustainable behavior when they feel connected to or valued by firms. It is expected that good CSR‐brand fit‐related experiences provided by firms can allow customers to experience social belongingness, which in turn, satisfy their relatedness needs.…”

“…Second, we explain “why” this positive path occurs by examining the psychological mechanism, the satisfaction of customers’ psychological needs that are activated by the good CSR‐brand fit, and CCI. By studying the satisfaction of customers’ psychological needs and integrating it into a model that explains brand passion formation, we not only respond to calls for the investigation of the psychological mechanism of shaping brand passion (Gilal et al, 2020) but also inform existing research in CSR by explicating the psychological process that connects the strategic CSR‐brand fit to the behavioral outcome of brand passion. Third, in addition to addressing not only “why” behind the positive path of strategic CSR‐brand fit on brand passion, but, we also identify boundary conditions that determine “when” it will happen; that is, CCI.…”

“…For instance, customers exhibit a high level of autonomy when a company offers a variety of CSR options that provide a sense of personal choice will significantly increase satisfaction with customers’ autonomy. Gilal et al (2020) in the CSR literature also suggested that empowering customers to determine participation in CSR programs can positively improve satisfaction with customers’ autonomy. In line with this, the authors hypothesized that customers perception associated with the strategic fit between CSR activities of a brand and the image of a brand can enhance customers’ sense of personal choice and feelings of autonomy by empowering and offering them meaningful and flexible choices to determine participation in firms’ CSR‐related activities.…”

“…In the current study, CSR‐brand fit is considered as an antecedent of a customer's brand passion through increasing competence satisfaction. Satisfaction with customer's competence needs can be achieved when customers participate in a certain CSR‐brand fit‐related activity which helps them feel competent and capable of performing well (Gilal et al, 2020). These CSR‐brand fit‐related experiences provided by firms can significantly increase the satisfaction of customers’ competence needs (Ahn & Kwon, 2020).…”

“…BPNT posits that consumer behavior can be influenced by satisfying the basic needs of A‐C‐R. As such, researchers in the marketing realm has shown that marketing environment such as product design (Gilal et al, 2018), integrated resort experience (Ahn, Back, & Choe, 2019), positive word‐of‐mouth messages (Sweeney et al, 2014), and celebrity endorsers influence (Gilal et al, 2020) can significantly support customers’ A‐C‐R needs satisfaction. Consumer research has further shown that brands that managed to satisfying consumer basic needs for A‐C‐R can undoubtedly increase brand attachment (Thomson, 2006) and brand advocacy (Jillapalli & Wilcox, 2010).…”