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首页> 外文期刊>Journal of Business Ethics >The Influence of CSR and Ethical Self-Identity in Consumer Evaluation of Cobrands
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The Influence of CSR and Ethical Self-Identity in Consumer Evaluation of Cobrands

机译：企业社会责任和道德自我认同对联合品牌消费者评价的影响

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摘要

An important aspect of brand perception emanates from its corporate social responsibility (CSR) activity. When two brands involved in CSR activities form a cobranding alliance, their respective CSR perceptions can impact consumer attitudes toward the alliance. As an ethically-oriented strategy, the alliance can be potentially beneficial to both partner brands, and can create opportunities for promoting CSR activities. The research streams on brand management, cobranding, and CSR, however, are silent about this important branding strategy that has several embedded business and societal benefits. This study examines how CSR-based consumer perceptions and ethical self-identity impact consumer evaluation of cobrands. Employing a quasi-experimental between-subjects design, the study tests six cobranding scenarios in three product categories. The data were collected via structured questionnaires resulting in 318 valid responses. The data were analyzed employing Partial Least Squares Structural Equation Modeling. The results confirm that positive CSR perceptions toward the partner brands are robust indicators of attitudes toward cobrands. Further, the match between the CSR activities of the partner brands (positive CSR fit) and the product categories (product fit) influences cobrand attitudes. The results also show evidence of 'spill-over' effects, where the alliance has a positive impact on subsequent CSR perceptions toward the partner brands. Additionally, the findings demonstrate an asymmetry in the effects of the cobrand on subsequent CSR perceptions wherein consumers with low ethical self-identity show greater spill-over effects from the cobrand than those with high ethical self-identity. The study contributes to knowledge in the domains of business ethics, cobranding, and social responsibility. The findings have managerial implications for designing CSR-based ethical branding strategies for cobrands.
机译：品牌认知的重要方面来自其企业社会责任（CSR）活动。当两个参与企业社会责任活动的品牌组成联合品牌联盟时，它们各自的企业社会责任感会影响消费者对联盟的态度。作为以道德为导向的战略，该联盟可能对两个合作伙伴品牌都有潜在好处，并可以为促进企业社会责任活动创造机会。然而，有关品牌管理，联合品牌和企业社会责任的研究并未提及这一重要的品牌战略，该战略具有许多内在的商业和社会效益。这项研究探讨了基于CSR的消费者观念和道德自我认同如何影响对联合品牌的消费者评估。该研究采用准实验的受试者间设计，在三个产品类别中测试了六个联合品牌情景。数据通过结构化问卷收集，得到318份有效回复。使用偏最小二乘结构方程模型分析数据。结果证实，对合作伙伴品牌的积极CSR感知是对联合品牌态度的有力指标。此外，合作伙伴品牌的CSR活动（积极的CSR契合度）与产品类别（产品的契合度）之间的匹配会影响联名品牌的态度。结果还显示了“溢出”效应的证据，其中联盟对随后的CSR对合作伙伴品牌的认知有积极影响。此外，研究结果表明，联合品牌对随后的CSR认知的影响是不对称的，其中具有低道德自我认同的消费者比具有高道德自我认同的消费者表现出更大的联合品牌溢出效应。该研究有助于提高商业道德，联合品牌和社会责任方面的知识。这些发现对于设计基于CSR的联合品牌道德品牌战略具有管理意义。

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