... in the early stage of COVID-19 would influence consumers’ advocacy intention according to their focus (i.e. targets of institutional CSR). The first study examined the moderating role of individuals’ CSR expectancy on the effects of companies’ CSR initiatives on consumers’ brand advocacy intention. The second...

... irresponsibility (CSR concerns), as a measure of firms’ reactive position to stakeholders’ interests, adversely affects the incremental change in this reservoir of goodwill. Design/methodology/approach This paper measures strategic CSR using CSR strengths and normative (institutional) CSR from CSR concerns...