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The effects of resilience and familiarity on the relationship between CSR and consumer attitudes

Dongjun Rew (College of Business, George Fox University, Newberg, Oregon, USA)
Wonsuk Cha (Department of Management, Marketing and Entrepreneurship, Governors State University, University Park, Illinois, USA)

Social Responsibility Journal

ISSN: 1747-1117

Publication date: 11 September 2020

Abstract

Purpose

This study aims to explore the effects of consumer resilience and brand familiarity on the relationship between corporate social responsibility (CSR) and consumer attitudes toward the company conducting CSR in places that have suffered from traumatic events such as natural or anthropogenic disasters and uncertainty of public health issue.

Design/methodology/approach

This study collected survey-based data from 194 participants who suffered from natural and anthropogenic disasters in the state of Texas. Path analysis was used to test each structural relationship among variables after verifying the reliability and validity of each variable. Analysis of variance was used to investigate the difference in resilience between the two groups.

Findings

This study verified that there is a positive relationship between CSR and consumer attitude. More importantly, the results show that both resilience and familiarity play an important role as a mediator in the relationship between CSR and attitudes. In particular, it tells us that a group with high resilience shows a higher possibility of having positive attitudes toward the company than another group having low resilience.

Originality/value

This study empirically tested the impacts of CSR, resilience and brand familiarity on building consumer attitudes. Furthermore, this study explored the effects of resilience and brand familiarity on the relationship between CSR and attitudes. Thus, this study was able to contribute to understanding the effects of CSR, resilience and familiarity on building a positive attitude in the specific settings, in terms of traumatic events, theoretically and practically.

Keywords

  • Consumer attitudes
  • Corporate social responsibility
  • Brand familiarity
  • Consumer resilience
  • Traumatic events

Citation

Rew, D. and Cha, W. (2020), "The effects of resilience and familiarity on the relationship between CSR and consumer attitudes", Social Responsibility Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/SRJ-05-2020-0224

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Publisher

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Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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