How relatedness-supportive CSR enhances brand happiness: a relationship motivation theory perspective
International Journal of Bank Marketing
ISSN: 0265-2323
Article publication date: 17 April 2023
Issue publication date: 19 March 2024
Abstract
Purpose
The goal of this paper is twofold: (1) to investigate how relatedness-supportive corporate social responsibility (CSR) initiatives influence brand happiness among retail bank customers through a mediating mechanism of customer participation in brand CSR movements; and (2) to analyze how relatedness-supportive CSR initiatives’ effect may be moderated by cause choice and customer-brand goal congruence.
Design/methodology/approach
Data were collected from 379 retail bank customers via a paper-and-pencil survey. The hypothesized moderated-mediation effects were tested using Hayes’ (2013) PROCESS (Model 3, Model 4 and Model 7).
Findings
Results show that relatedness-supportive CSR initiatives increase brand happiness among retail bank customers through increasing their participation in brand CSR movements. Furthermore, the use of customer determination in the choice of cause enhances the positive effect of relatedness-supportive CSR initiatives on customer participation in brand CSR movements. Similarly, when customers choose the cause and the customer-brand goal is congruent, the effect of relatedness-supportive CSR initiatives on brand happiness is stronger than when the customer-brand goal is incongruent and cause choice is not aligned.
Originality/value
This research is grounded on the relationship motivation theory (RMT), basic psychological needs theory and self-congruity theory to unpack the relationship between relatedness-supportive CSR programs on brand happiness. Integrating three research streams (i.e. CSR, brand management and retail banking), this study proposes customer participation in brand CSR movements as a novel mechanism and sheds light on how relatedness-supportive CSR interplays with cause choice/customer-brand goal congruence to affect brand happiness among retail bank customers in emerging markets.
Keywords
Acknowledgements
The authors would like to extend heartfelt appreciation for the invaluable feedback and constructive suggestions offered by the guest editors and reviewers on the earlier iteration of this manuscript. The insightful comments have remarkably enhanced the quality of the work, and the authors are truly grateful for the time and effort dedicated to reviewing the submission.
Citation
Gilal, F.G., Gilal, N.G., Gilal, R.G. and Yang, Z. (2024), "How relatedness-supportive CSR enhances brand happiness: a relationship motivation theory perspective", International Journal of Bank Marketing, Vol. 42 No. 2, pp. 226-257. https://doi.org/10.1108/IJBM-06-2022-0225
Publisher
:Emerald Publishing Limited
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