‘Leveraging on CSR as a tool of brand communication based on consumer’s perception with extrapolation from a novel 3-factor model

Olukorede Adewole ()
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Olukorede Adewole: Literary Edifice

International Journal of Corporate Social Responsibility, 2024, vol. 9, issue 1, 1-23

Abstract: Abstract This study is to establish that consumers’ perceptions can trigger value creation from commitment, and pursuit of CSR by an organization can bring leverage and advantage by adopting the same as a brand, when fused to lifestyle and culture, while an extrapolation has been made from a novel 3-factor model of consumer responses as presented and newly introduced and adapted (draft study, Adewole 2023). Consumer decision-making process reflects the “black box models from cognitions, cognitive pathway, some intrinsically inner hidden pictures, and rational choices”; strategically, a smart and well-communicated brand can impact financial performance, thus emphasizing the significance of the brand from the consumer side. It can be inferred that culture and traditional behavior play significant roles in brand perception, which can generate and create other leads, such as preferences, intentions, and repeats, considering the complexes, unpredictable trends, or patterns associated with consumers’ expressions and behavior in the context of a black box, rational and complex mixes, even justified and vividly affirmed by the result of the ‘hypothesis testing and verification of the composite attributes and evident from the ‘ANOVA and multiple comparison, which gave a p-value exceeding (>0.05).

Keywords: Brand; Brand reputation; Communication; CSR; Value creation; Equity; Consumer perception; 3-factor model (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1186/s40991-024-00101-2

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