The Antecedents and Consequences of CSR Attribution

Hosny, Sara Adel; AbdelAziz, Gamal

doi:10.21608/ajccr.2022.245005

Cited by 1 publication

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“…Hence, the current study's main purpose is to propose and empirically investigate a concise model of the most relevant antecedents and consequences of CSR attribution. Based on both: a previous literature review and a previously conducted exploratory study with the aim of exploring the most relevant antecedents and consequences of CSR attribution to the Egyptian context (Hassan Hosny and AbdelAziz, 2022), the following most relevant antecedents of CSR attribution were selected for the purpose of empirical investigation: the duration of commitment to CSR initiatives, the type of CSR, the approach to CSR communication, the amount of invested resources in CSR, past corporate social performance and the call for customers' participation in firms' CSR. In addition, the following positive consumer outcomes were selected for investigation: PWOM intention, purchase intention and brand loyalty intention.…”

Section: Introductionmentioning

confidence: 99%

CSR attribution: Is it the cornerstone of CSR success?

Hassan Hosny,

AbdelAziz

2024

JHASS

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PurposeThe current study aims to propose and empirically investigate a conceptual model of the most relevant antecedents and consequences of Corporate Social Responsibility (CSR) attribution, thus providing a practical and concise model as well as examining brand attachment as a mediator explaining the relationship between CSR attribution and its consequences.Design/methodology/approachA between-subjects experimental design was employed. The study included two experimental conditions; intrinsic and extrinsic CSR attribution and a control condition. An online self-administered survey was utilised for data collection. The sample was a convenience sample of 336 university students. Both one-way between-groups ANOVA and Partial Least Squares-Structural Equation Modelling (PLS-SEM) were utilised for hypotheses testing.FindingsThe most significant antecedents of CSR attribution in order of importance are the firm's approach to CSR communication, past corporate social performance, CSR type and the firm's call for customers' participation in its CSR. CSR attribution exerted a significant direct positive impact on brand attachment and trust. Three significant indirect consequences of CSR attribution were PWOM intention, purchase intention and brand loyalty intention. Whereas trust played a significant mediating role between CSR attribution and its three indirect consequences, brand attachment exerted significant mediation only between CSR attribution and brand loyalty intention. Brand attachment might mediate the relationship between CSR attribution and purchase intention. However, brand attachment failed to play a mediating role between CSR attribution and PWOM intention.Originality/valueSeveral studies marginally investigated CSR attribution. Despite the vital role of CSR attribution in how consumers receive firms' CSR engagement, the availability of CSR attribution-centric studies is limited. By introducing a model of the most relevant antecedents and consequences of CSR attribution, this study aids in understanding the psychological mechanism underlying consumers' CSR attribution and provides valuable implications.

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Section: Introductionmentioning

confidence: 99%