Seeding Brand Love through CSR and Consumer Commitment

Abstract

This study investigates the influence of consumer’s perception of corporate social responsibility on brand love. The conceptual model based on social identity theory explains the mediating effect of consumer affective commitment and continuance commitment and the moderating effect of CSR awareness on the relationship between the CSR perception and Brand love. The data is collected from 450 FMCG consumers. Structural equation modelling is used for data analysis. The findings show that affective and continuance commitments fully mediated the relationship between CSR perception and brand love. Also, consumer awareness of CSR amplifies the effect of CSR on brand love. Marketers must focus on CSR activities and consumer commitment because it can generate love for the brand among consumers. It is a pioneer study investigating the mediating role of consumer continuance commitment between CSR perception and brand love.