Customer participation in corporate social responsibility programs

What is it about?

This paper shows that CSR–brand fit strengthens both personal and social brand identification and thus consumers’ brand loyalty. Personal identification has a larger influence on brand loyalty than social identification when customers participate in companies’ CSR activities.

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Why is it important?

This study deepens our understanding of the link between CSR–brand fit and loyalty. The research is also the first to examine how customers’ participation in CSR activities influences loyalty formation.