Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation

被引：15

作者：

Kim, Yeonshin ^{[1
]}

Hur, Won -Moo ^{[2
]}

Lee, Luri ^{[2
]}

机构：

[1] Myongji Univ, Dept Business Adm, Seoul, South Korea

[2] Inha Univ, Coll Business Adm, Incheon, South Korea

来源：

JOURNAL OF RETAILING AND CONSUMER SERVICES | 2023年 / 75卷

关键词：

Affective commitment; Brand equity; Corporate reputation; Corporate social responsibility (CSR); Customer participation; SOCIAL-RESPONSIBILITY COMMUNICATION; MEDIATING ROLE; COMPANY IDENTIFICATION; TRUST; LOYALTY; SATISFACTION; DETERMINANT; ENGAGEMENT; FRAMEWORK; BEHAVIOR;

D O I：

10.1016/j.jretconser.2023.103436

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study investigates the mediating role of affective commitment in the link between perceptions of corporate social responsibility (CSR) and the intention to participate in CSR activities. We also examine the moderating role of firms' brand equity and corporate reputation in the relationship between perceived CSR and affective commitment. The data were collected from two online surveys and analyzed using Hayes' PROCESS macro. The results indicate a partial mediating effect of affective commitment and a significant moderating effect of brand equity. However, the moderating effect of corporate reputation is not significant. This study contributes to uncovering the process of enhancing CSR performance.

引用

页数：10

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