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

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dc.contributor.authorAljarah, Ahmad
dc.contributor.authorIbrahim, Blend
dc.contributor.authorLahuerta-Otero, Eva
dc.contributor.authorGarcía de los Salmones, Maria del Mar
dc.date.accessioned2023-01-23T11:38:42Z
dc.date.available2023-01-23T11:38:42Z
dc.date.issued2022en_US
dc.departmentFakülteler, İşletme Fakültesi, İngilizce İşletme Bölümüen_US
dc.description.abstractThis 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.en_US
dc.identifier.doi10.1080/13683500.2022.2139225en_US
dc.identifier.scopus2-s2.0-85141427910en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.urihttps://hdl.handle.net/11467/6145
dc.identifier.urihttps://doi.org/10.1080/13683500.2022.2139225
dc.identifier.wosWOS:000877453200001en_US
dc.identifier.wosqualityQ1en_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherRoutledgeen_US
dc.relation.ispartofCurrent Issues in Tourismen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/embargoedAccessen_US
dc.subjectCorporate social responsibility; brand defense; customer–company identification; CSR authenticity; hospitalityen_US
dc.titleDoing good does not always lead to doing well: The corrective, compensating and cultivating goodwill CSR effects on brand defenseen_US
dc.typeArticleen_US

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