Corporate Social Responsibility and Brand Community Engagement: Dual Mediating Role of Brand and Community Identifications in the Chinese Decor Industry

Despite a plethora of studies on how corporate social responsibility (CSR) generates favorable consumer outcomes, the existing literature provides limited insights about how CSR may affect inter-consumer connection and brand community engagement. Enhancing consumer engagement in the brand community is one of the key marketing objectives for strengthening the brand-consumer relationship. This study aims to explore the role of corporate social responsibility in enhancing brand community engagement and examines the dual mediating role of brand identification and community identification. Quantitative research was conducted and an adapted questionnaire was used. Survey data were collected from 405 Chinese consumers, and structural equational modeling was used to test the hypothesis. Results demonstrated that CSR motivates consumers to engage with the brand community. Further, brand identification and community identification perform the role of partial mediators.