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CSR and Brand Resonance: The Mediating Role of Brand Love and Involvement

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  • Kyung-Min Kim

    (Department of Business Administration, Silla University, Busan 46958, Korea)

  • Benjamin Nobi

    (Department of Business Administration, Silla University, Busan 46958, Korea)

  • Taewan Kim

    (Department of Business Administration, SKK Business School, Sungkyunkwan University, Seoul 03063, Korea)

Abstract

This article examines brand love and brand involvement to explain the relationship between corporate social responsibility (CSR) activity of a firm and brand resonance. Previous studies have only considered the loyalty dimension of the resonance model regarding the relationship between a firm’s CSR activity and brand attitudes. To have a clearer understanding of the relationship between ethicality and consumer attitudes, we consider the other aspects of customer attitudes—attitudinal attachment, sense of community, and active engagement which are encapsulated in the brand resonance model. Therefore, two studies are conducted in this research to test the hypothesized relationships using a PROCESS bootstrapping method. Results from the two studies provide evidence of the mediational role of brand love and involvement in the relationship between perceived ethicality and brand resonance. Whether a firm engages in an ethical or a philanthropic action, a sense of brand love, and involvement with the brand is evoked which subsequently affects consumers’ attitude towards the brand.

Suggested Citation

  • Kyung-Min Kim & Benjamin Nobi & Taewan Kim, 2020. "CSR and Brand Resonance: The Mediating Role of Brand Love and Involvement," Sustainability, MDPI, vol. 12(10), pages 1-12, May.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:10:p:4159-:d:360335
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    References listed on IDEAS

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    2. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    3. Urooj Ahmed & Sharizal Hashim, 2022. "Sustainable Brand Management: The Role of Internal Brand Management and Intrinsic Motivation in Building Employee’s Brand Relationship Quality towards Organization’s Brand," Sustainability, MDPI, vol. 14(24), pages 1-16, December.
    4. Xiaodan Wu & Richard Amoasi, 2024. "The role of CSR in sustaining corporate brands in the global market: The perspective of telecommunication companies in Ghana," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 433-447, January.
    5. Lee, Won Seok & Tang, Ruohan & Moon, Joonho & Song, Myungkeun, 2022. "The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines," Journal of Air Transport Management, Elsevier, vol. 102(C).
    6. Vesna Babić-Hodović & Alisa Mujkić & Maja Arslanagić-Kalajdžić, 2023. "We need both brand love and emotional attachment: a serial mediation framework toward addictive buying and loyalty," Journal of Brand Management, Palgrave Macmillan, vol. 30(1), pages 9-33, January.
    7. 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.
    8. Cagla Pinar Utkutug, 2024. "The mediating effect of consumers’ perceived ethicality in the relationship between consumer cynicism/material values and affective commitment," Journal of Marketing Analytics, Palgrave Macmillan, vol. 12(3), pages 583-598, September.
    9. Cheng, Guo & Li, Wenjie & Si, Dongyang & Li, Dalin & Han, Xiaoyun, 2025. "Exploring the moderating role of ethics position between community commitment and oppositional loyalty in Huawei's brand communities," Journal of Retailing and Consumer Services, Elsevier, vol. 84(C).

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