The Effect of CSR Fit and CSR Authenticity on the Brand Attitude

Songmi Kim and Heejung Lee
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Songmi Kim: School of Business and Technology Management, Korea Advanced Institute of Science and Technology (KAIST), Daejeon 34141, Korea
Heejung Lee: Department of Business Administration, Kyonggi University, Suwon 16227, Korea

Sustainability, 2019, vol. 12, issue 1, 1-10

Abstract: This study examined consumer evaluation of corporate social responsibility (CSR) activities with a focus on the authenticity and fit of CSR activities and analyzed the influence of consumers’ individual perception based on CSR involvement. We carried out an empirical survey to test the hypotheses presented by a scenario test using a questionnaire of 315 college students. The results showed that higher CSR fit has a positive effect on CSR authenticity and brand attitude. As a result of verifying the moderating effect of CSR involvement, the higher the CSR involvement is, the lower the impact of CSR fit on CSR authenticity. Therefore, consumers with high CSR involvement are less affected by CSR fit in evaluating the authenticity of CSR.

Keywords: CSR authenticity; CSR fit; CSR involvement; brand attitude (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (9)

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