ترجمه مقاله نقش ضروری ارتباطات 6G با چشم انداز صنعت 4.0
- مبلغ: ۸۶,۰۰۰ تومان
ترجمه مقاله پایداری توسعه شهری، تعدیل ساختار صنعتی و کارایی کاربری زمین
- مبلغ: ۹۱,۰۰۰ تومان
ABSTRACT
We investigate the effect of corporate social responsibility (CSR) on consumer advocacy behaviors toward corporate brands. We focus on the mediating roles of positive moral emotions (awe, gratitude, and elevation) and attitudes. The moderating effects of social justice values and empathy on such mediation processes are further explored. A between-subjects field experiment is used to test our hypotheses on a sample of adult consumers. The results show that both positive moral emotions and attitudes mediate the effect of perceived CSR actions on brand advocacy behaviors; however, social justice values and empathy play a different role in regulating the elicitation of moral emotions and attitudes, depending on the type of CSR actions. We add to extant research on CSR and consumer-brand relationships by showing that CSR actions influence brand advocacy of corporate brands and further providing an integrated theoretical framework to explain psychological mechanisms underlying such an effect.
Discussion
We addressed the general questions 1) how do company CSR actions influence consumer brand advocacy behaviors and 2) when (i.e., under what conditions) do CSR actions do this. We manipulated two classes of understudied company CSR actions, the ethics of autonomy and the ethics of community, and examined brand advocacy reactions by adult consumers. For each class of ethics, the answer to the how question was approached by demonstrating that consumer moral emotions and attitudes mediate the perception of company CSR actions on brand advocacy. Further, the when question was addressed differently for the ethics of autonomy and the ethics of community. We found that social justice values moderated the degree of felt positive moral emotions and attitudes in response to the condition of the ethics of autonomy. By comparison, we found that empathy moderated the extent of felt positive moral emotions in response to the condition of the ethics of community.