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Decoding consumers' CSR scepticism: service recovery experience perspective

Mihir Kumar Kushwah (Department of Marketing, Indian Institute of Management Raipur, Raipur, India)
Himanshu Shekhar Srivastava (Department of Marketing, Indian Institute of Management Raipur, Raipur, India)

Marketing Intelligence & Planning

ISSN: 0263-4503

Article publication date: 27 December 2022




This study examines the impact of the brand's corporate social responsibility (CSR) on consumers' brand experience and, in turn, consumers' intention of word-of-mouth (WoM). The study also investigates customer satisfaction with service recovery (CSATR) as a boundary condition for the proposed relationship.


The study used a survey-based research design to test the conceptual model. A structured questionnaire was distributed to the participants through a survey link. A total of 276 valid responses were used and analysed using Smart PLS3, a structural equation modelling technique.


Results of this study demonstrate that perceived CSR have a positive impact on brand experience which eventually affects the WoM intention. Also CSATR moderates the relationship between brand experience and WoM such that satisfaction (dissatisfaction) with service recovery enhances (reduces) the effect of brand experience on WoM.

Practical implications

Managers can use CSR as a communication tool to enhance consumers' brand experience and focus on service recovery as a successful service recovery can enhance WoM over and above CSR.


To the best of the authors' knowledge, this is the first study to demonstrate brand experience as a mediator of CSR and WoM from the lens of signalling theory. The study also tries to address the scepticism of the consumers related to WoM for a brand's CSR by incorporating the service aspect into the CSR.



The authors would like to thank the Editor and anonymous reviewers for their comments and feedback on an earlier version of this manuscript.


Kushwah, M.K. and Srivastava, H.S. (2022), "Decoding consumers' CSR scepticism: service recovery experience perspective", Marketing Intelligence & Planning, Vol. ahead-of-print No. ahead-of-print.



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