Exploring the Role of Brand Love on Perceived Corporate Social Respons ability

Rodoula Tsiotsou

No 136, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: Corporate social responsibility (CSR) is one of the significant concepts in the corporate marketing literature and refers to a firm's engagement in activities that promote a social agenda beyond law requirements. The present study aims to investigate the role of corporate brand love on perceived Corporate Social Responsibility. The sample of the study consists of 380 consumers who provided data regarding CSR of two service brands: an airline and a telecommunications company. Using the scale developed by Turker (2008), three dimensions of CSR are identified: CSR to society, CSR to employees, and CSR to customers. MANOVA analysis indicated that differences were identified in the three dimensions in relation to the level of corporate brand love. Consumers exhibiting stronger love with the respective corporate brands scored significantly higher in the dimensions of CSR than those exhibiting lower levels of love. The results indicate that consumers' level of brand love affects their perceptions of corporate social responsibility.

Keywords: Corporate Social Responsibility; Brand Love; Corporate Branding (search for similar items in EconPapers)
Date: 2010-06-09
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