Understanding the impact of CSR domain on brand relationship quality
Marketing Intelligence & Planning
ISSN: 0263-4503
Article publication date: 25 December 2020
Issue publication date: 12 May 2021
Abstract
Purpose
The study investigates the impact of corporate social responsibility (CSR) domain on millennials' brand relationship quality (BRQ). It also attempts to understand how the relationship between CSR domain and millennials' BRQ is moderated by consumer moral foundation and skepticism.
Design/methodology/approach
The study employed a 2 (CSR domain: individual versus group) × 2 (moral foundation: individualizing versus binding) × 2 (consumer skepticism: high versus low) between-subjects experimental design. MANCOVA was performed to examine the hypothesis.
Findings
The results show that group domain CSR practices have more impact on millennials' BRQ compared to individual domain CSR practices. The findings also reported the moderating effect of skepticism and consumer moral foundation in influencing the relationship between CSR domain and millennials' BRQ.
Research limitations/implications
As the study was conducted in India, the findings are not generalizable to customers from other countries.
Practical implications
Practically, the findings will help marketers in designing their CSR practices to enhance BRQ among millennials.
Originality/value
The study has considered CSR as a heterogeneous action (CSR domain: individual versus group-oriented) and measured its impact on millennials' BRQ. The study is the first of its kind to examine the impact of CSR domain (heterogenous CSR action) on millennials' BRQ (BRQ as a multi-dimensional construct) in services industry, specifically for the banks. This study enriches bank marketing literature by adding a new CSR perspective.
Keywords
Citation
Shankar, A. and Yadav, R. (2021), "Understanding the impact of CSR domain on brand relationship quality", Marketing Intelligence & Planning, Vol. 39 No. 4, pp. 559-573. https://doi.org/10.1108/MIP-10-2020-0442
Publisher
:Emerald Publishing Limited
Copyright © 2020, Emerald Publishing Limited