Doing good does not always lead to doing well: the corrective, compensating and cultivating goodwill CSR effects on brand defense

[EN]This study investigated the relative impacts of three corporate social responsibility (CSR) types – namely corrective, compensating and cultivating CSR – on brand defense by considering customer–company’s (C–C’s) identification mediation role and CSR authenticity’s moderation role in these relat...

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Autores: Aljarah, Ahmad, Ibrahim, Blend, Lahuerta Otero, Eva, García de los Salmones, Maria del Mar
Tipo de recurso: artículo
Estado:Versión publicada
Fecha de publicación:2022
País:España
Institución:Universidad de Salamanca (USAL)
Repositorio:GREDOS. Repositorio Institucional de la Universidad de Salamanca
OAI Identifier:oai:gredos.usal.es:10366/168781
Acceso en línea:http://hdl.handle.net/10366/168781
Access Level:acceso embargado
Palabra clave:Corporate social responsibility
Brand defense
Customer–company identification
CSR authenticity
Hospitality
5311 Organización y Dirección de Empresas
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spelling Doing good does not always lead to doing well: the corrective, compensating and cultivating goodwill CSR effects on brand defenseAljarah, AhmadIbrahim, BlendLahuerta Otero, EvaGarcía de los Salmones, Maria del MarCorporate social responsibilityBrand defenseCustomer–company identificationCSR authenticityHospitality5311 Organización y Dirección de Empresas[EN]This study investigated the relative impacts of three corporate social responsibility (CSR) types – namely corrective, compensating and cultivating CSR – on brand defense by considering customer–company’s (C–C’s) identification mediation role and CSR authenticity’s moderation role in these relationships. A between-subject experiment was conducted on 573 coffee shop customers in the United States. The findings revealed corrective CSR is the strongest brand defense predictor, followed by compensating and cultivating CSR. The CSR types’ relative effects are mediated by C–C identification, and as such, compensating CSR’s indirect effects on brand defense through C–C identification are stronger than cultivating CSR’s indirect effects on brand defense. When the CSR authenticity level is high, cultivating CSR has a significant indirect effect – through C–C identification – on brand defense that is stronger than when the CSR authenticity level is low. When the level is high, compensating CSR has an insignificant indirect effect – through C–C identification – on brand defense, similar to when the level is low. Finally, findings on moderated mediation revealed the indirect relationship between the three CSR types on brand defense – through C–C identification – is moderated by CSR authenticity.Taylor & Francisinfo202620262022info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionhttp://hdl.handle.net/10366/168781reponame:GREDOS. Repositorio Institucional de la Universidad de Salamancainstname:Universidad de Salamanca (USAL)InglésAttribution-NonCommercial-NoDerivatives 4.0 Internacionalhttp://creativecommons.org/licenses/by-nc-nd/4.0/info:eu-repo/semantics/embargoedAccessoai:gredos.usal.es:10366/1687812026-06-07T06:28:51Z
dc.title.none.fl_str_mv Doing good does not always lead to doing well: the corrective, compensating and cultivating goodwill CSR effects on brand defense
title Doing good does not always lead to doing well: the corrective, compensating and cultivating goodwill CSR effects on brand defense
spellingShingle Doing good does not always lead to doing well: the corrective, compensating and cultivating goodwill CSR effects on brand defense
Aljarah, Ahmad
Corporate social responsibility
Brand defense
Customer–company identification
CSR authenticity
Hospitality
5311 Organización y Dirección de Empresas
title_short Doing good does not always lead to doing well: the corrective, compensating and cultivating goodwill CSR effects on brand defense
title_full Doing good does not always lead to doing well: the corrective, compensating and cultivating goodwill CSR effects on brand defense
title_fullStr Doing good does not always lead to doing well: the corrective, compensating and cultivating goodwill CSR effects on brand defense
title_full_unstemmed Doing good does not always lead to doing well: the corrective, compensating and cultivating goodwill CSR effects on brand defense
title_sort Doing good does not always lead to doing well: the corrective, compensating and cultivating goodwill CSR effects on brand defense
dc.creator.none.fl_str_mv Aljarah, Ahmad
Ibrahim, Blend
Lahuerta Otero, Eva
García de los Salmones, Maria del Mar
author Aljarah, Ahmad
author_facet Aljarah, Ahmad
Ibrahim, Blend
Lahuerta Otero, Eva
García de los Salmones, Maria del Mar
author_role author
author2 Ibrahim, Blend
Lahuerta Otero, Eva
García de los Salmones, Maria del Mar
author2_role author
author
author
dc.subject.none.fl_str_mv Corporate social responsibility
Brand defense
Customer–company identification
CSR authenticity
Hospitality
5311 Organización y Dirección de Empresas
topic Corporate social responsibility
Brand defense
Customer–company identification
CSR authenticity
Hospitality
5311 Organización y Dirección de Empresas
description [EN]This study investigated the relative impacts of three corporate social responsibility (CSR) types – namely corrective, compensating and cultivating CSR – on brand defense by considering customer–company’s (C–C’s) identification mediation role and CSR authenticity’s moderation role in these relationships. A between-subject experiment was conducted on 573 coffee shop customers in the United States. The findings revealed corrective CSR is the strongest brand defense predictor, followed by compensating and cultivating CSR. The CSR types’ relative effects are mediated by C–C identification, and as such, compensating CSR’s indirect effects on brand defense through C–C identification are stronger than cultivating CSR’s indirect effects on brand defense. When the CSR authenticity level is high, cultivating CSR has a significant indirect effect – through C–C identification – on brand defense that is stronger than when the CSR authenticity level is low. When the level is high, compensating CSR has an insignificant indirect effect – through C–C identification – on brand defense, similar to when the level is low. Finally, findings on moderated mediation revealed the indirect relationship between the three CSR types on brand defense – through C–C identification – is moderated by CSR authenticity.
publishDate 2022
dc.date.none.fl_str_mv 2022
2026
2026
info
dc.type.none.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
format article
status_str publishedVersion
dc.identifier.none.fl_str_mv http://hdl.handle.net/10366/168781
url http://hdl.handle.net/10366/168781
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.rights.none.fl_str_mv Attribution-NonCommercial-NoDerivatives 4.0 Internacional
http://creativecommons.org/licenses/by-nc-nd/4.0/
info:eu-repo/semantics/embargoedAccess
rights_invalid_str_mv Attribution-NonCommercial-NoDerivatives 4.0 Internacional
http://creativecommons.org/licenses/by-nc-nd/4.0/
eu_rights_str_mv embargoedAccess
dc.publisher.none.fl_str_mv Taylor & Francis
publisher.none.fl_str_mv Taylor & Francis
dc.source.none.fl_str_mv reponame:GREDOS. Repositorio Institucional de la Universidad de Salamanca
instname:Universidad de Salamanca (USAL)
instname_str Universidad de Salamanca (USAL)
reponame_str GREDOS. Repositorio Institucional de la Universidad de Salamanca
collection GREDOS. Repositorio Institucional de la Universidad de Salamanca
repository.name.fl_str_mv
repository.mail.fl_str_mv
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score 15,812429

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