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Understanding the impact of CSR domain on brand relationship quality

Understanding the impact of CSR domain on brand relationship quality The study investigates the impact of corporate social responsibility (CSR) domain on millennials' brand relationship quality (BRQ). It also attempts to understand how the relationship between CSR domain and millennials' BRQ is moderated by consumer moral foundation and skepticism.Design/methodology/approachThe study employed a 2 (CSR domain: individual versus group) × 2 (moral foundation: individualizing versus binding) × 2 (consumer skepticism: high versus low) between-subjects experimental design. MANCOVA was performed to examine the hypothesis.FindingsThe results show that group domain CSR practices have more impact on millennials' BRQ compared to individual domain CSR practices. The findings also reported the moderating effect of skepticism and consumer moral foundation in influencing the relationship between CSR domain and millennials' BRQ.Research limitations/implicationsAs the study was conducted in India, the findings are not generalizable to customers from other countries.Practical implicationsPractically, the findings will help marketers in designing their CSR practices to enhance BRQ among millennials.Originality/valueThe study has considered CSR as a heterogeneous action (CSR domain: individual versus group-oriented) and measured its impact on millennials' BRQ. The study is the first of its kind to examine the impact of CSR domain (heterogenous CSR action) on millennials' BRQ (BRQ as a multi-dimensional construct) in services industry, specifically for the banks. This study enriches bank marketing literature by adding a new CSR perspective. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Marketing Intelligence & Planning Emerald Publishing

Understanding the impact of CSR domain on brand relationship quality

Marketing Intelligence & Planning , Volume 39 (4): 15 – May 12, 2021

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Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
0263-4503
DOI
10.1108/mip-10-2020-0442
Publisher site
See Article on Publisher Site

Abstract

The study investigates the impact of corporate social responsibility (CSR) domain on millennials' brand relationship quality (BRQ). It also attempts to understand how the relationship between CSR domain and millennials' BRQ is moderated by consumer moral foundation and skepticism.Design/methodology/approachThe study employed a 2 (CSR domain: individual versus group) × 2 (moral foundation: individualizing versus binding) × 2 (consumer skepticism: high versus low) between-subjects experimental design. MANCOVA was performed to examine the hypothesis.FindingsThe results show that group domain CSR practices have more impact on millennials' BRQ compared to individual domain CSR practices. The findings also reported the moderating effect of skepticism and consumer moral foundation in influencing the relationship between CSR domain and millennials' BRQ.Research limitations/implicationsAs the study was conducted in India, the findings are not generalizable to customers from other countries.Practical implicationsPractically, the findings will help marketers in designing their CSR practices to enhance BRQ among millennials.Originality/valueThe study has considered CSR as a heterogeneous action (CSR domain: individual versus group-oriented) and measured its impact on millennials' BRQ. The study is the first of its kind to examine the impact of CSR domain (heterogenous CSR action) on millennials' BRQ (BRQ as a multi-dimensional construct) in services industry, specifically for the banks. This study enriches bank marketing literature by adding a new CSR perspective.

Journal

Marketing Intelligence & PlanningEmerald Publishing

Published: May 12, 2021

Keywords: Corporate social responsibility domain; consumer brand relationship; Consumer skepticism; Consumer moral foundation

References