Title

Consumer reactions to corporate social responsibility brands : the role of face concern

Document Type

Journal article

Source Publication

Journal of Consumer Marketing

Publication Date

2016

Volume

33

Issue

1

First Page

52

Last Page

60

Publisher

Emerald Group Publishing Limited

Keywords

Corporate social responsibility, Perceived brand quality, Brand management, Face concern

Abstract

Purpose

– Face concern is a personal value that refers to the extent an individual shows regard for or interest in the protection and enhancement of face. This study aims to examine the moderating influence of face concern on consumer responses to brands associated with corporate social responsibility (CSR).

Design/methodology/approach

– An experimental study was conducted to test the proposed conceptual model in consumer reactions to CSR brands.

Findings

– The results show that consumers with a high face concern (vs low face concern) have a better quality perception toward CSR brands than non-CSR brands. In addition, they also have a higher purchase intention and propensity to recommend the CSR brands than those with a low face concern. However, this interaction effect between face concern and brand type (CSR brand vs non-CSR brand) is mediated by consumers’ perceived quality of the brand.

Practical implications

– This study provides critical implications for the formulation of brand management strategies, particularly for international firms entering an Asian country like China where people generally have a high degree of face concern.

Originality/value

– This study highlights the moderating role of face concern in the relationship between consumer responses and brands associated with CSR. It also suggests the mediating role of consumers’ perceived brand quality in the relationship between brand types (CSR brands vs non-CSR brands) and consumer responses.

DOI

10.1108/JCM-03-2013-0493

Print ISSN

07363761

E-ISSN

20521200

Publisher Statement

Copyright © Emerald Group Publishing Limited.

Access to external full text or publisher's version may require subscription.

Full-text Version

Publisher’s Version

Recommended Citation

Wan, L. C., Poon, P. S., & Yu, C. (2016). Consumer reactions to corporate social responsibility brands: The role of face concern. Journal of Consumer Marketing, 33(1), 52-60. doi: 10.1108/JCM-03-2013-0493