Impact of CSR Authenticity on Brand Advocacy: The Mediating Role of Brand Equity

Imran Khan () and Mobin Fatma
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Imran Khan: Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia
Mobin Fatma: Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia

Sustainability, 2023, vol. 15, issue 11, 1-11

Abstract: Since authenticity reduces the inherent tension between pro-sociality and profit-seeking as well as contradictory demands from multiple stakeholders, it appears to be relevant for corporate social responsibility (CSR) judgment. The aim of this study is to examine the consumer perception of CSR authenticity and its influence on brand equity and brand advocacy in the banking sector. Additionally, this study looks into the role of brand equity as a mediator between CSR authenticity and brand advocacy. A survey method was used to collect the data. In this study, CFA and structural equation modeling with AMOS were utilized to evaluate the measurement properties and to uncover relevant correlations. The results also show that brand advocacy is better predicted to take into account the mediating role of brand equity between CSR authenticity and brand advocacy. As a result, this study adds to the body of knowledge and has significant use for managers, practitioners, and specialists. The proposed model can be used by practitioners to evaluate their CSR initiatives objectively and determine how well each one aligns with their overall goals and business objectives in order to create more successful strategies. The current study adds to the limited theoretical and empirical understanding of the connection between CSR authenticity and customer responses.

Keywords: CSR; CSR authenticity; brand advocacy; brand equity; mediation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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