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The Effectiveness of Corporate Social Responsibility in the face of Corporate Social Irresponsibility and the Moderating Role of Brand Authenticity and Consumer Ethnocentrism

Baghbannezhad, Ali | 2024

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 57063 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Khalili Nasr, Arash
  7. Abstract:
  8. The extant body of literature provides limited coverage regarding the concurrent influence of social responsibility and brand authenticity on both brand expression and adverse consumer behavior. Insufficient attention has been devoted to the correlation between social responsibility and brand forgiveness, as well as mischaracterizations of branding. The interplay of brand and consumer ethnocentrism further serves as a moderating factor in the associations among social responsibility, brand forgiveness, negative discourse, and brand avoidance. Four distinct scenarios, involving the random allocation among distributed companies, were considered: 1. Authentic brand with the presence of social responsibility, 2. Authentic brand without social responsibility, 3. Non-authentic brand with social responsibility, and 4. Non-authentic brand without social responsibility.Findings indicate that the presence of social responsibility augments brand forgiveness and diminishes unfavorable outcomes. This relationship is mediated by the brand itself, suggesting a potential mediating role. Furthermore, brand authenticity acts as a moderator, influencing both forgiveness and consumerism, with brand authenticity itself subject to moderation by the level of consumer ethnocentrism. Remarkably, the authenticity of a brand positively impacts consumers with ethnicized perspectives, irrespective of the presence or absence of corporate social responsibility, while exhibiting a negative influence in the absence of social responsibility, particularly among consumers with low ethnocentrism
  9. Keywords:
  10. Corporate Social Responsibility Communication ; Brand Authenticity ; Brand Forgiveness ; Corporate Social Irresponsibility ; Brand Authenticity ; Signalling Theory

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