Loadings, reliability and validity
| Items | Loadings |
|---|---|
| CSR authenticity (CSRA) (α = 0.897; CR = 0.918; AVE = 0.584) | |
| NIVEA's CSR actions are genuine | 0.746 |
| The CSR action preserves what NIVEA means to me | 0.734 |
| The CSR action captures what makes NIVEA unique to me | 0.646 |
| NIVEA's CSR action is in accordance with the brand's values and beliefs | 0.841 |
| NIVEA is being true to itself with its CSR actions | 0.807 |
| NIVEA is standing up for what it believes in | 0.765 |
| NIVEA is a socially responsible brand | 0.799 |
| NIVEA is concerned about improving the well-being of society | 0.759 |
| CSR fit (CSRF) (α = 0.728; CR = 0.874; AVE = 0.777) | |
| NIVEA's CSR activities are related to the characteristics of the brand (products and services) | 0.822 |
| NIVEA's CSR activities are related to its corporate image (identity and culture) | 0.937 |
| CSR motives stakeholder-driven (CSRMstake) (α = 0.704; CR = 0.804; AVE = 0.513) | |
| NIVEA feels their customers expect it | 0.698 |
| NIVEA feels society in general (i.e. consumers) expects it | 0.528 |
| NIVEA feels their stockholders (i.e. investors, partners) expect it | 0.777 |
| NIVEA feels their employees expect it | 0.825 |
| CSR motives value-driven (CSRMvalue) (α = 0.788; CR = 0.862; AVE = 0.612) | |
| NIVEA feels morally obligated to help | 0.703 |
| NIVEA has a long-term interest in the community | 0.856 |
| NIVEA wants to make it easier for consumers who care about the cause to support it | 0.761 |
| NIVEA tries to give something back to the community | 0.800 |
| CSR motives egoistic-driven (CSRMego) (α = 0.814; CR = 0.878; AVE = 0.646) | |
| NIVEA takes advantage of the nonprofit organization to help its own business | 0.882 |
| NIVEA takes advantage of the cause to help its own business | 0.862 |
| NIVEA wants it as a tax write-off | 0.682 |
| NIVEA wants primarily to get publicity | 0.771 |
| CSR motives strategic-driven (CSRMstrategic) (α = 0.825; CR = 0.919; AVE = 0.851) | |
| NIVEA will get more customers by taking CSR actions | 0.912 |
| NIVEA will keep more customers by taking CSR actions | 0.933 |
| CSR impact (CSRI) (α = 0.724; CR = 0.827; AVE = 0.546) | |
| NIVEA's CSR activities will help to solve social problems in the long term | 0.724 |
| I believe that NIVEA donates a fair portion of its resources relative to its size and success | 0.766 |
| A large monetary commitment appears to have been made to the cause NIVEA donates to | 0.696 |
| NIVEA's CSR activities are making a meaningful contribution to solving social problems | 0.766 |
| CSR proof (CSRP) (α = 0.754; CR = 0.855; AVE = 0.668) | |
| A CSR proof ensures the credibility of facts | 0.883 |
| A CSR proof ensures the credibility of messages | 0.908 |
| A CSR proof is important to me | 0.633 |
| Purchase intention (PI) (α = 0.811; CR = 0.889; AVE = 0.731) | |
| If I am planning to buy a product of this type, I will choose NIVEA products | 0.914 |
| There is a great possibility that I will buy NIVEA products | 0.940 |
| Due to the CSR actions, I am willing to pay a little more for NIVEA products | 0.689 |
| Attitude toward the company (ATTC) (α = 0.882; CR = 0.919; AVE = 0.740) | |
| I perceive NIVEA as positive | 0.888 |
| I perceive NIVEA as good | 0.899 |
| I perceive NIVEA as favorable | 0.836 |
| I perceive NIVEA as trustworthy | 0.814 |
| Frequency of purchase (FOP) (α = 1.000; CR = 1.000; AVE = 1.000) | |
| I buy NIVEA products regularly | 1.000 |
| Items | Loadings |
|---|---|
| CSR authenticity (CSRA) (α = 0.897; CR = 0.918; AVE = 0.584) | |
| NIVEA's CSR actions are genuine | 0.746 |
| The CSR action preserves what NIVEA means to me | 0.734 |
| The CSR action captures what makes NIVEA unique to me | 0.646 |
| NIVEA's CSR action is in accordance with the brand's values and beliefs | 0.841 |
| NIVEA is being true to itself with its CSR actions | 0.807 |
| NIVEA is standing up for what it believes in | 0.765 |
| NIVEA is a socially responsible brand | 0.799 |
| NIVEA is concerned about improving the well-being of society | 0.759 |
| CSR fit (CSRF) (α = 0.728; CR = 0.874; AVE = 0.777) | |
| NIVEA's CSR activities are related to the characteristics of the brand (products and services) | 0.822 |
| NIVEA's CSR activities are related to its corporate image (identity and culture) | 0.937 |
| CSR motives stakeholder-driven (CSRMstake) (α = 0.704; CR = 0.804; AVE = 0.513) | |
| NIVEA feels their customers expect it | 0.698 |
| NIVEA feels society in general (i.e. consumers) expects it | 0.528 |
| NIVEA feels their stockholders (i.e. investors, partners) expect it | 0.777 |
| NIVEA feels their employees expect it | 0.825 |
| CSR motives value-driven (CSRMvalue) (α = 0.788; CR = 0.862; AVE = 0.612) | |
| NIVEA feels morally obligated to help | 0.703 |
| NIVEA has a long-term interest in the community | 0.856 |
| NIVEA wants to make it easier for consumers who care about the cause to support it | 0.761 |
| NIVEA tries to give something back to the community | 0.800 |
| CSR motives egoistic-driven (CSRMego) (α = 0.814; CR = 0.878; AVE = 0.646) | |
| NIVEA takes advantage of the nonprofit organization to help its own business | 0.882 |
| NIVEA takes advantage of the cause to help its own business | 0.862 |
| NIVEA wants it as a tax write-off | 0.682 |
| NIVEA wants primarily to get publicity | 0.771 |
| CSR motives strategic-driven (CSRMstrategic) (α = 0.825; CR = 0.919; AVE = 0.851) | |
| NIVEA will get more customers by taking CSR actions | 0.912 |
| NIVEA will keep more customers by taking CSR actions | 0.933 |
| CSR impact (CSRI) (α = 0.724; CR = 0.827; AVE = 0.546) | |
| NIVEA's CSR activities will help to solve social problems in the long term | 0.724 |
| I believe that NIVEA donates a fair portion of its resources relative to its size and success | 0.766 |
| A large monetary commitment appears to have been made to the cause NIVEA donates to | 0.696 |
| NIVEA's CSR activities are making a meaningful contribution to solving social problems | 0.766 |
| CSR proof (CSRP) (α = 0.754; CR = 0.855; AVE = 0.668) | |
| A CSR proof ensures the credibility of facts | 0.883 |
| A CSR proof ensures the credibility of messages | 0.908 |
| A CSR proof is important to me | 0.633 |
| Purchase intention (PI) (α = 0.811; CR = 0.889; AVE = 0.731) | |
| If I am planning to buy a product of this type, I will choose NIVEA products | 0.914 |
| There is a great possibility that I will buy NIVEA products | 0.940 |
| Due to the CSR actions, I am willing to pay a little more for NIVEA products | 0.689 |
| Attitude toward the company (ATTC) (α = 0.882; CR = 0.919; AVE = 0.740) | |
| I perceive NIVEA as positive | 0.888 |
| I perceive NIVEA as good | 0.899 |
| I perceive NIVEA as favorable | 0.836 |
| I perceive NIVEA as trustworthy | 0.814 |
| Frequency of purchase (FOP) (α = 1.000; CR = 1.000; AVE = 1.000) | |
| I buy NIVEA products regularly | 1.000 |
Source(s): Table by authors
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