The influence of corporate social responsibility associations on consumers’ perceptions towards global brands

The key research question in this study concerns the effect of global brands corporate social responsibility (CSR) associations on corporate ability (CA) associations and consumer-company identification and their ultimate impact on brand loyalty. The study tests the hypotheses using Structural Equation Modelling (SEM) in the software PLS (Partial Least Squares) with a data-set composed of survey data from 344 consumers. One important finding is the empirical validation of the relationship between two important types of corporate associations (CSR and CA). CSR associations are a relevant precursor of CA associations and consumer-company identification, demonstrating that consumers’ perceptions regarding CSR can influence both the formation of other corporate associations and the construction of an emotional link and sense of attachment established with the brand. The findings also evidence that CSR associations lead to consumers’ brand loyalty mediated by CA associations and consumer-company identification. This research contributes to social identity theory by demonstrating that CSR is a mechanism that deepens the consumers’ strength of identification with the organization reinforcing brand loyalty through both CA associations and consumer-company identification. Another important finding of this research is the empirical validation of the impact of consumer psychological features on the construction of CA associations as result of CSR associations. Customers highly supportive of CSR are more prone to build favorable CA associations. The study finds evidence that CSR associations are essential for managing and for the differentiation of global brands.