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Understanding customer participation in CSR activities: The impact of perceptions of CSR,affective commitment,brand equity,and corporate reputation
Affiliation:1. Department of Business Administration, Myongji University, Seoul, South Korea;2. College of Business Administration, Inha University, Incheon, South Korea;3. College of Business Administration, Inha University, Incheon, South Korea;1. School of Business Administration, Northeastern University, Shenyang, Liaoning, 110819, China;2. Northeastern University at Qinhuangdao, Qinhuangdao, 066004, China;3. College of Mathematics and Informatics, Fujian Normal University, Fuzhou, Fujian, 350117, China;4. Digital Fujian Internet-of-Things Laboratory of Environmental Monitoring, Fujian Normal University, Fuzhou, Fujian, 350117, China;1. School of Economics & Management, Nanjing Institute of Technology, Nanjing, 211167, China;2. School of Management Science and Engineering, Nanjing University of Information Science & Technology, Nanjing, 210044, China;1. Department of Human Studies, LUMSA University of Rome, Piazza delle Vaschette, 101, 00193, Rome, Italy;2. Department of Management and Quantitative Studies, University of Naples Parthenope, Via Generale Parisi, 13, 80132, Naples, Italy;3. Department of Communication and Social Research (CORIS), Sapienza, University of Rome, Via Salaria 113, 00198, Rome, Italy;1. Korea University Business School, 145, Anam-Ro, Seongbuk-Gu, Seoul, 02841, South Korea;2. Bryant University, 1150 Douglas Pike, Smithfield, RI, 02917, USA;3. Jeju National University, 102 Jejudaehak-ro, Jeju-si, Jeju-do, 63243, South Korea;4. Dongguk University, 30, Pildong-ro 1-gil, Jung-gu, Seoul, 04620, South Korea;1. Department of Industrial Engineering, Yonsei University, 50 Yonsei-ro, Sinchon-dong, Seodaemun-gu, Seoul 03722, South Korea;2. Center for Transdisciplinary Research (CFTR), Saveetha Dental College, Saveetha Institute of Medical and Technical Sciences, Saveetha University, 162, Poonamallee High Road, Velappanchavadi, Chennai, 600077, Tamil Nadu, India;3. Department of Industrial & Data Engineering, Hongik University, Wausan-ro 94, Mapo-Gu, Seoul, 04066, South Korea;4. Department of Mathematics, Ghatal Rabindra Satabarsiki Mahavidyalaya, Ghatal, 721212, West Bengal, India
Abstract:This study investigates the mediating role of affective commitment in the link between perceptions of corporate social responsibility (CSR) and the intention to participate in CSR activities. We also examine the moderating role of firms' brand equity and corporate reputation in the relationship between perceived CSR and affective commitment. The data were collected from two online surveys and analyzed using Hayes' PROCESS macro. The results indicate a partial mediating effect of affective commitment and a significant moderating effect of brand equity. However, the moderating effect of corporate reputation is not significant. This study contributes to uncovering the process of enhancing CSR performance.
Keywords:Affective commitment  Brand equity  Corporate reputation  Corporate social responsibility (CSR)  Customer participation
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