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

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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)

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.

Suggested Citation

  • Songmi Kim & Heejung Lee, 2019. "The Effect of CSR Fit and CSR Authenticity on the Brand Attitude," Sustainability, MDPI, vol. 12(1), pages 1-10, December.
    • Handle: RePEc:gam:jsusta:v:12:y:2019:i:1:p:275-:d:303116
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    References listed on IDEAS

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    6. Sora Kim, 2019. "The Process Model of Corporate Social Responsibility (CSR) Communication: CSR Communication and its Relationship with Consumers’ CSR Knowledge, Trust, and Corporate Reputation Perception," Journal of Business Ethics, Springer, vol. 154(4), pages 1143-1159, February.
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    Cited by:

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    2. Christoph Bey & Dirk C. Moosmayer, 2023. "Making a Brand Loved Rather Than Sustainable? Cosmopolitanism and Brand Love as Competing Communication Claims," Sustainability, MDPI, vol. 15(13), pages 1-13, July.
    3. Achilleas Barlas & Aggeliki Valakosta & Christos Katsionis & Anastasios Oikonomou & Vasiliki Brinia, 2023. "The Effect of Corporate Social Responsibility on Customer Trust and Loyalty," Sustainability, MDPI, vol. 15(2), pages 1-14, January.
    4. M. Kouzez & J. Y. Lee & G. Branellec & J. Oh, 2023. "RSE et banques en ligne : le cas du marché sud-coréen," Post-Print hal-04469792, HAL.
    5. Shu Wang & Ying-Kai Liao & Wann-Yih Wu & Khanh Bao Ho Le, 2021. "The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions," Sustainability, MDPI, vol. 13(21), pages 1-19, October.

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