Wear Your Heart on Your Sleeve: Exploring Moral Identity as a Moderator Across CSR Authenticity, Consumer Admiration, and Engagement in the Fashion Industry

Jung, Edward; La, Suna

doi:10.15830/amj.2020.22.2.19

Cited by 5 publications

(4 citation statements)

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“…Hence, all this process increases their purchase likelihood from a socially responsible bank. This finding of the present research study is also supported by extant researchers [79,85,102].…”

Section: Discussionsupporting

confidence: 91%

“…Recent studies established that CSR activities of an enterprise support it in building a solid brand image [77] to build a relationship with consumers [33] and to enhance brand repute [78]. Additionally, CSR's relationship with consumers' admired feelings is also established in prior literature [17,79]. This sense of brand admiration leads the consumers to a higher level of loyalty [80].…”

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

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The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

Gupta

Nawaz

Alfalah

et al. 2021

JTAER

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With the advent of the Internet and other digital technologies, contemporary businesses from all sectors are using social media for communication with consumers to engage them meaningfully with a brand. However, the use of social media for corporate social responsibility (CSR) communication is relatively new to the existing literature. Likewise, the impact of CSR communication through social media (CSR-S) on consumer emotions and behavior is, to date, underexplored. To address this, the present research aims to test the relationship of CSR-S on brand admiration and consumer purchase intention. The study proposes a direct relationship between CSR-S and purchase intention with a mediating effect of brand admiration. The data were collected from the banking consumers of Pakistan through a self-administered questionnaire. The authors distributed 800 questionnaires and received 463 questionnaires useful for data analysis, so the present research study response rate was around 59%. The data were analyzed using the structural equation modeling (SEM) technique in AMOS. The results revealed that CSR-S is positively related to purchase intention (β = 0.233). The results further showed that brand admiration partially mediates this relationship (β = 0.079). The survey respondents confirmed that their bank’s CSR communication helps enhance their purchase likelihood and their feelings of admiration for their bank. These findings will help policymakers at banking institutions better understand the importance of CSR communication on different social media platforms to achieve consumer-related outcomes.

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Section: Discussionsupporting

confidence: 91%

Section: Theoretical Framework and Hypothesesmentioning

confidence: 99%

The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

Gupta

Nawaz

Alfalah

et al. 2021

JTAER

View full text Add to dashboard Cite

show abstract

“…Similarly, in a study, Qasim et al (2017) noted that CSR activities of a business develop feelings of BA among customers. The same kind of observations was reported by Jung and La (2020), who recognized a direct relationship between CSR and customers' feelings about BA. Specifically, CSR critically induces the engagement level of customers with that organization, which enhances their feelings of BA.…”

Section: Literature Reviewsupporting

confidence: 77%

Promoting the advocacy behavior of customers through corporate social responsibility: The role of brand admiration

Ullah

AlDhaen

Siddique

2023

Business and Society Review

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Given that personal source of information is preferred by the customers over company-generated marketing communications, promoting advocacy behavior among customers is of much importance for every organization. Literature suggests that an organization's corporate social responsibility (CSR) activities significantly influence individual behavior. However, the advocacy behavior of customers (ADB), from a CSR perspective, did not receive due attention. To address this literature gap, the current study attempts to explore the relationship among CSR and ADB with the intervening role of brand admiration (BA). To collect the data, customers of a large fast-food service organization in Pakistan were approached. The proposed relationships were tested through the structural equation modeling (SEM) technique. The statistical evidence verifies a positive link between CSR and ADB, while BA mediated this relationship. These findings will be supportive to the fast-food business to realize the critical role of CSR for a meaningful customer-company relationship in the face of competition.

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“…CSR strengthens consumers' interest in an organization, as they are recognized as consumers of organizations that respond positively to the improvement of society and the environment [74]. Therefore, when an organization communicates its CSR activities on social media with consumers, they feel admired for being the consumers of such organization [75]. This feeling of admiration promotes consumers to develop a higher level of loyalty for a socially responsible organization [76].…”

Section: Hypothesis (H1) Csr-s Positively Relates To Consumers' Purcmentioning

confidence: 99%

Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy

et al. 2021

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Social media has emerged as a flexible and interactive communication medium in the present digital era. Contemporary businesses use social media to achieve different communication objectives. However, using social media as a communication medium for corporate social responsibility (CSR) communication with stakeholders like, consumers is not well-explored in the existing literature. Furthermore, prior studies have also failed to consider the blend of CSR communication and social media to achieve consumer-related outcomes, for example, their loyalty and purchase likelihood. To this end, the objective of this study is to examine the relationship of the CSR communication of a bank through social media with consumer loyalty and purchase intention. The current study also proposes brand admiration as a potential mediator between this relationship. The data were collected from the banking consumers through a self-administered questionnaire in a developing economy. The data were analyzed through the structural equation modeling (SEM) technique using AMOS software. The results of the current survey confirmed that CSR communication of a bank on social media has direct and indirect, via brand admiration, relations with consumer loyalty, and purchase intentions. The outcomes of this survey will be helpful for the policymakers to understand the importance of CSR communication on social media to enhance the loyalty, and purchase intention of banking consumers.

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Wear Your Heart on Your Sleeve: Exploring Moral Identity as a Moderator Across CSR Authenticity, Consumer Admiration, and Engagement in the Fashion Industry

Cited by 5 publications

References 0 publications

The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

The Relationship of CSR Communication on Social Media with Consumer Purchase Intention and Brand Admiration

Promoting the advocacy behavior of customers through corporate social responsibility: The role of brand admiration

Using Social Media as a Medium for CSR Communication, to Induce Consumer–Brand Relationship in the Banking Sector of a Developing Economy

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