Brand awareness and relationship intention: the moderating role of perceived corporate social responsibility dimensions
Asia Pacific Journal of Marketing and Logistics
ISSN: 1355-5855
Article publication date: 24 March 2023
Issue publication date: 16 November 2023
Abstract
Purpose
Using a hierarchical component model conceptualization, this study aims to investigate the moderating role of perceived corporate social responsibility (CSR) dimensions (i.e., economic, environmental and social) on the impact of brand awareness towards consumer relationship intention.
Design/methodology/approach
This study used a two-stage disjoint approach of partial least squares structural equation modeling using data from 325 respondents based in a Southeast Asian region. The case of ecolabel brands was chosen as the context of the investigation.
Findings
The results suggest that brand awareness and perceived CSR dimensions positively impact consumer relationship intention. It was also observed that perceived CSR dimensions moderate the relationship between brand awareness and relationship intention. Consumers with more favorable sentiments of economic, environmental and social dimensions as reflected by the firms' CSR programs exhibit a higher degree of relationship intention.
Research limitations/implications
Using the stakeholder theory as well as the brand value chain framework, this study adds to the literature regarding the significance of perceived CSR dimensions to better build and maintain relationships with the targeted customers of an environmentally friendly product. CSR strategies should be emphasized for relevant companies in terms of the economic, environmental and social aspects. According to this research, customer views about the three CSR initiative characteristics may act as a moderator in the interactions between consumer awareness and relationship intention.
Practical implications
CSR may be utilized in addition to traditional marketing communication to represent the firm's unique value proposition in the market. It is vital to create a CSR program that combines economic, environmental and social factors. Firms may collaborate with various stakeholders to ensure that their CSR initiatives include three elements.
Originality/value
This study adds to the literature on the moderating role of perceived CSR dimensions on the relationship of consumer brand awareness and relationship intention using the theoretical lens of the stakeholder theory and the brand value chain.
Keywords
Acknowledgements
The authors would like to extend our sincerest gratitude to Professor Ian Phau and two anonymous reviewers for their insightful remarks and suggestions that have improved the quality of this paper. The authors would also like to recognize the financial support provided by Universitas Prasetiya Mulya under SK 0/3/06.02/2787/12/2021. All authors contributed equally and their authorship is listed alphabetically based on their surnames.
Citation
Hasudungan, A. and Saragih, H.S. (2023), "Brand awareness and relationship intention: the moderating role of perceived corporate social responsibility dimensions", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 10, pp. 2431-2446. https://doi.org/10.1108/APJML-10-2022-0834
Publisher
:Emerald Publishing Limited
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