Linking CSR Communication Activities to Consumer Brand Evaluations: An Examination of Mediating and Moderating Factors Linking CSR Communication to Brand Evaluations

The moderating role of personal value orientation on the links between perceived corporate social performance and purchase intentions

“…This means that respondents can clearly differentiate between economic, legal, ethical, and philanthropic aspects of CSR within the context of this study. The results showed customers with self-enhancement value orientation tend to have a higher purchase intention when they consider the economic aspect of CSR perfor- These results are aligned with the findings of Maignan (2001) and Venger and Pomirleanu (2018) confirming that customers have differences in prioritizing CSR aspects, and this is in accordance with their value orientations (Basil & Weber, 2006;Jose et al, 2018). As indicated by Siltaoja (2006), Golob et al (2008), and Rosario González- Unlike other stakeholder groups, bank customers' perception of ethical responsibility does not directly affect their purchase intentions.…”

“…In this context, Lantos (2001) defined CSR as the “ organization ' s obligation to maximize its positive impact and minimize its negative effects in being a contributing member to society, with concern for society ' s long‐term needs and wants .” Maximizing positive impacts and minimizing negative effects need a set of policies and activities to improve societal well‐being and to satisfy wider social needs (Venger & Pomirleanu, 2018). Such policies and activities may include cause‐related marketing, corporate cause promotions, social marketing, corporate philanthropy, environmental marketing initiatives, and community volunteering programs (Kotler & Lee, 2005).…”

“…With the impact of corporate scandals, (Johnson & Johnson‐2019, Facebook‐2018, Uber‐2017, VolksWagen‐2015, Enron‐2001) landmark environmental disasters, (BP Deepwater Horizon‐2010, Exxon Waldez‐1989, Chernobyl‐1986, Bhopal‐1984), and increasing stakeholder pressure, the concept of corporate social and environmental responsibility has become a priority in business management. Corporate social responsibility (CSR) is a complex controversial concept that includes a wide range of firm behaviors in various contexts such as cause‐related marketing, corporate philanthropy, human relations, and environmental protection (Venger & Pomirleanu, 2018). While benefitting the society, those behaviors can also help differentiating products and services in the highly competitive business environment (Hafez, 2018).…”

“…While benefitting the society, those behaviors can also help differentiating products and services in the highly competitive business environment (Hafez, 2018). Therefore, businesses resort to CSR for different reasons such as creating positive product evaluations, promoting reputation, attracting and retaining talented workforce, increasing market value, stimulating purchase intentions, and augmenting stock returns (Mohr & Webb, 2005; Sen & Bhattacharya, 2001; Turban & Greening, 1997; Venger & Pomirleanu, 2018).…”

“…To pose a greater impact on purchase intention, perceived CSR must be relevant to values, expectations and personal importance of the consumer (Venger & Pomirleanu, 2018). Although studies have intensively investigated personal values orientation as an antecedent of perceived CSR (Bigné-Alcañiz, Currás- Pérez, & Sánchez-García,-2009;Částek & Plaváková, 2018;Dayananda, Oghazi, & Liu, 2016;Rosario González-Rodríguez, Carmen Díaz-Fernández, & Biagio, 2019;Siltaoja, 2006), only a limited number of researchers (Basil & Weber, 2006;Golob, Lah, & Jančič, 2008) examined PVO as moderators in the causal relationships between CSR and behavioral intentions.…”