... not restore brand authenticity, leaving the negative impact of AI disclosures on behavioral intentions unchanged. Analysis of communication strategies showed that, under AI disclosures, proactive corporate social responsibility ( CSR ) communicated through socioemotional messages produced the most...

... only Brand activism Brand identity Brand purpose Brand strategy Corporate social responsibility Purpose-driven branding Branding is a dynamic and evolving field of research (Keller, 2025 ; Veloutsou and Guzmán, 2017), with consumers increasingly expecting brands to address societal...

...Yuchen Zhang; Tingyu Hou; Hirotaka Matsuoka Purpose This study aims to investigate how philanthropic corporate social responsibility activities of financially distressed brands influence customer citizenship behaviour. It examines the mediating roles of corporate social responsibility support...

...). The brand purpose concept is examined using a systematic literature review to summarise and integrate the existing literature. Next, applying thematic analysis, brand purpose is defined and delineated from related branding concepts (i.e. corporate social responsibility [CSR], sustainable branding, brand...

... , K. , Leicht , T. , Pellicelli , M. and Kitchen , P.J. (2018), “ The importance of corporate social responsibility (CSR) for branding and business success in small and medium-sized enterprises (SME) in a business-to-distributor (B2D) context ”, Journal of Strategic Marketing , Vol...

...Fernanda Muniz; Francisco Guzmán Purpose In response to the rise of socially conscious consumers, brands have been taking a strategic approach to corporate social responsibility (CSR) to drive brand equity. Nevertheless, merely engaging in CSR is not enough to have a positive impact on the value...

...Taeyoung Kim; Jing Yang; Myungok Chris Yim Purpose This research aims to understand consumer responses to corporate social responsibility (CSR) during an unprecedented public health crisis. Specifically, two studies were conducted to investigate how companies’ different CSR initiatives...

...Jueman (Mandy) Zhang; Yi (Jasmine) Wang Purpose The novel coronavirus 2019 (COVID-19) pandemic provided new and various opportunities for corporate social responsibility (CSR) activities. This study intended to compare three types of CSR activities – product development, in-kind donation and CSR...

...Xiaoyong Wei; Sojin Jung Purpose When fast fashion brands launch corporate social responsibility (CSR) programs, consumers may consider these brands to behave hypocritically as their business model is generally perceived as being inconsistent with sustainable practices. Built on construal level...

...Liudmila Tarabashkina; Olga Tarabashkina; Pascale Quester; Geoffrey N. Soutar Purpose While past studies have shown that corporate social responsibility (CSR) influences brand equity, loyalty and brand attitudes, research about CSR effects on the responsible and active dimensions of brand...

...Mobin Fatma; Imran Khan; Zillur Rahman; Andrea Pérez Purpose This study aims to identify the influence of perceived corporate social responsibility (PCSR) on consumer brand commitment in ridesharing services. Design/methodology/approach PCSR is a second-order construct reflecting three...

... consumers’ moral judgment of the brands. Originality/value This research makes theoretical contribution to the brand anthropomorphism literature by differentiating the two dimensions and exploring the influence of anthropomorphism of consumer moral judgment. Corporate social responsibility...

...Fernanda Muniz; Francisco Guzmán; Audhesh K. Paswan; Heather J. Crawford Purpose In response to consumer and society demands for firms to be socially responsible, brands have been taking a strategic approach to corporate social responsibility (CSR) by integrating socially responsible activities...

...Dana E. Harrison; O.C. Ferrell; Linda Ferrell; Joe F. Hair, Jr Purpose The purpose of this paper is to theoretically develop and empirically validate separate scales that represent a consumer’s expectations of business ethics (BE) and corporate social responsibility (CSR). Design/methodology...

... image of domestic brands on customers’ purchase intentions. Design/methodology/approach This study investigates various aspects of corporate image, including product quality, corporate ability, corporate social responsibility (CSR) and local-customer-first (a measure that is identified in this study...

...Xiaoye Chen; Rong Huang Purpose This paper aims to investigate whether corporate social responsibility (CSR) efforts that are oriented toward shared value creation generate any perceptual advantages in terms of consumer product attributes evaluations compared with other types of CSR. The study...

... brands may be developed through use of national, cultural icons. Corporate social responsibility Brand awareness Consumer behavior Marketing strategy Cross-cultural research Focus groups Cultural branding National brands Brand heritage Celebrity branding Arts and their creators play...

...Suvendu Kumar Pratihari; Shigufta Hena Uzma Purpose The study aims to examine the effect of corporate social responsibility (CSR) on corporate branding (CB) and brand loyalty (BL) in the Indian Banking industry. The study further intends to examine the direct and indirect effect of CSR on BL when...

...Maretno Agus Harjoto; Jim Salas Purpose This study aims to investigate the impact of strategic and institutional (normative) corporate social responsibility (CSR) on brand value and brand reputation, based on the strategic and legitimacy theory of CSR. It argues that because CSR strengths...

... associations with the company and its product brands. However, most studies only look at the outcomes of SR implemented at the corporate level (i.e. corporate social responsibility [CSR]). This paper provides a new and expanded perspective by exploring how SR at the product brand level reverberates throughout...