CSR and Brand Resonance: The Mediating Role of Brand Love and Involvement
- Authors
- Kim, KM[Kim, Kyung-Min]; Nobi, B[Nobi, Benjamin]; Kim, T[Kim, Taewan]
- Issue Date
- May-2020
- Publisher
- MDPI
- Keywords
- brand resonance; brand love; corporate social responsibility; involvement
- Citation
- SUSTAINABILITY, v.12, no.10
- Indexed
- SCIE
SSCI
SCOPUS
- Journal Title
- SUSTAINABILITY
- Volume
- 12
- Number
- 10
- URI
- https://scholarworks.bwise.kr/skku/handle/2021.sw.skku/4648
- DOI
- 10.3390/su12104159
- ISSN
- 2071-1050
- Abstract
- This article examines brand love and brand involvement to explain the relationship between corporate social responsibility (CSR) activity of a firm and brand resonance. Previous studies have only considered the loyalty dimension of the resonance model regarding the relationship between a firm's CSR activity and brand attitudes. To have a clearer understanding of the relationship between ethicality and consumer attitudes, we consider the other aspects of customer attitudes-attitudinal attachment, sense of community, and active engagement which are encapsulated in the brand resonance model. Therefore, two studies are conducted in this research to test the hypothesized relationships using a PROCESS bootstrapping method. Results from the two studies provide evidence of the mediational role of brand love and involvement in the relationship between perceived ethicality and brand resonance. Whether a firm engages in an ethical or a philanthropic action, a sense of brand love, and involvement with the brand is evoked which subsequently affects consumers' attitude towards the brand.
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Collections - Business > Department of Business Administration > 1. Journal Articles
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