{"title":"企业社会责任传播与购买意向:动态消费者心理过程分析","authors":"Maroof Ahmad Mir, Anubhuti Dwivedi","doi":"10.1177/09722629231197289","DOIUrl":null,"url":null,"abstract":"Corporate social responsibility (CSR) initiatives undertaken by a business are significant not only in complying with the legal requirements of the State but also as a strategic tool for brand building. There is evidence in literature of customers being influenced by the CSR commitment of the organization manifested through various channels. This article investigates the role of CSR communication in a psychological dynamics framework using 3E model of brand admiration in generating enrichment benefits for consumers leading to brand respect followed by brand admiration and purchase intentions. Serial mediation effects of enrichment benefits and brand respect on the relation of CSR communication with brand admiration along with the mediating effect of brand admiration on purchase intentions have been examined with partial least square structural equation modelling using data collected from a customer survey of FMCG brands in India. Results indicate that CSR communication on social media has a significant positive effect on brand respect which fully mediates the relationship between CSR communication and brand admiration. Brand admiration mediates the relationship between brand respect and purchase intentions. Findings have important implications for businesses regarding the role of CSR communication as a strategic tool for brand building.","PeriodicalId":44860,"journal":{"name":"Vision-The Journal of Business Perspective","volume":"69 1","pages":"0"},"PeriodicalIF":3.0000,"publicationDate":"2023-10-19","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"CSR Communication and Purchase Intentions: Analysing the Dynamic Consumer Psychology Process\",\"authors\":\"Maroof Ahmad Mir, Anubhuti Dwivedi\",\"doi\":\"10.1177/09722629231197289\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Corporate social responsibility (CSR) initiatives undertaken by a business are significant not only in complying with the legal requirements of the State but also as a strategic tool for brand building. There is evidence in literature of customers being influenced by the CSR commitment of the organization manifested through various channels. This article investigates the role of CSR communication in a psychological dynamics framework using 3E model of brand admiration in generating enrichment benefits for consumers leading to brand respect followed by brand admiration and purchase intentions. Serial mediation effects of enrichment benefits and brand respect on the relation of CSR communication with brand admiration along with the mediating effect of brand admiration on purchase intentions have been examined with partial least square structural equation modelling using data collected from a customer survey of FMCG brands in India. Results indicate that CSR communication on social media has a significant positive effect on brand respect which fully mediates the relationship between CSR communication and brand admiration. Brand admiration mediates the relationship between brand respect and purchase intentions. Findings have important implications for businesses regarding the role of CSR communication as a strategic tool for brand building.\",\"PeriodicalId\":44860,\"journal\":{\"name\":\"Vision-The Journal of Business Perspective\",\"volume\":\"69 1\",\"pages\":\"0\"},\"PeriodicalIF\":3.0000,\"publicationDate\":\"2023-10-19\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Vision-The Journal of Business Perspective\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1177/09722629231197289\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q2\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Vision-The Journal of Business Perspective","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1177/09722629231197289","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"BUSINESS","Score":null,"Total":0}
CSR Communication and Purchase Intentions: Analysing the Dynamic Consumer Psychology Process
Corporate social responsibility (CSR) initiatives undertaken by a business are significant not only in complying with the legal requirements of the State but also as a strategic tool for brand building. There is evidence in literature of customers being influenced by the CSR commitment of the organization manifested through various channels. This article investigates the role of CSR communication in a psychological dynamics framework using 3E model of brand admiration in generating enrichment benefits for consumers leading to brand respect followed by brand admiration and purchase intentions. Serial mediation effects of enrichment benefits and brand respect on the relation of CSR communication with brand admiration along with the mediating effect of brand admiration on purchase intentions have been examined with partial least square structural equation modelling using data collected from a customer survey of FMCG brands in India. Results indicate that CSR communication on social media has a significant positive effect on brand respect which fully mediates the relationship between CSR communication and brand admiration. Brand admiration mediates the relationship between brand respect and purchase intentions. Findings have important implications for businesses regarding the role of CSR communication as a strategic tool for brand building.
期刊介绍:
Vision-The Journal of Business Perspective is a quarterly peer-reviewed journal of the Management Development Institute, Gurgaon, India published by SAGE Publications. This journal contains papers in all functional areas of management, including economic and business environment. The journal is premised on creating influence on the academic as well as corporate thinkers. Vision-The Journal of Business Perspective is published in March, June, September and December every year. Its targeted readers are researchers, academics involved in research, and corporates with excellent professional backgrounds from India and other parts of the globe. Its contents have been often used as supportive course materials by the academics and corporate professionals. The journal has been providing opportunity for discussion and exchange of ideas across the widest spectrum of scholarly opinions to promote theoretical, empirical and comparative research on problems confronting the business world. Most of the contributors to this journal range from the outstanding and the well published to the upcoming young academics and corporate functionaries. The journal publishes theoretical as well as applied research works.