Consumer reactions to corporate social responsibility brands : the role of face concern

Lisa C. WAN, Shing Chung, Patrick POON, Chunling YU

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

10 Citations (Scopus)

Abstract

Purpose – Face concern is a personal value that refers to the extent an individual shows regard for or interest in the protection and enhancement of face. This study aims to examine the moderating influence of face concern on consumer responses to brands associated with corporate social responsibility (CSR). Design/methodology/approach – An experimental study was conducted to test the proposed conceptual model in consumer reactions to CSR brands. Findings – The results show that consumers with a high face concern (vs low face concern) have a better quality perception toward CSR brands than non-CSR brands. In addition, they also have a higher purchase intention and propensity to recommend the CSR brands than those with a low face concern. However, this interaction effect between face concern and brand type (CSR brand vs non-CSR brand) is mediated by consumers’ perceived quality of the brand. Practical implications – This study provides critical implications for the formulation of brand management strategies, particularly for international firms entering an Asian country like China where people generally have a high degree of face concern. Originality/value – This study highlights the moderating role of face concern in the relationship between consumer responses and brands associated with CSR. It also suggests the mediating role of consumers’ perceived brand quality in the relationship between brand types (CSR brands vs non-CSR brands) and consumer responses.
Original languageEnglish
Pages (from-to)52-60
Number of pages9
JournalJournal of Consumer Marketing
Volume33
Issue number1
DOIs
Publication statusPublished - 1 Jan 2016

Fingerprint

Corporate Social Responsibility
Consumer response
Social responsibility
Design methodology
Personal values
Conceptual model
Experimental study
Asian countries
Propensity
Management strategy
Brand management
Enhancement
Purchase intention
China
Brand relationship
Interaction effects
Perceived quality
Quality perception

Keywords

  • Brand management
  • Corporate social responsibility
  • Face concern
  • Perceived brand quality

Cite this

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title = "Consumer reactions to corporate social responsibility brands : the role of face concern",
abstract = "Purpose – Face concern is a personal value that refers to the extent an individual shows regard for or interest in the protection and enhancement of face. This study aims to examine the moderating influence of face concern on consumer responses to brands associated with corporate social responsibility (CSR). Design/methodology/approach – An experimental study was conducted to test the proposed conceptual model in consumer reactions to CSR brands. Findings – The results show that consumers with a high face concern (vs low face concern) have a better quality perception toward CSR brands than non-CSR brands. In addition, they also have a higher purchase intention and propensity to recommend the CSR brands than those with a low face concern. However, this interaction effect between face concern and brand type (CSR brand vs non-CSR brand) is mediated by consumers’ perceived quality of the brand. Practical implications – This study provides critical implications for the formulation of brand management strategies, particularly for international firms entering an Asian country like China where people generally have a high degree of face concern. Originality/value – This study highlights the moderating role of face concern in the relationship between consumer responses and brands associated with CSR. It also suggests the mediating role of consumers’ perceived brand quality in the relationship between brand types (CSR brands vs non-CSR brands) and consumer responses.",
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author = "WAN, {Lisa C.} and POON, {Shing Chung, Patrick} and Chunling YU",
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Consumer reactions to corporate social responsibility brands : the role of face concern. / WAN, Lisa C.; POON, Shing Chung, Patrick; YU, Chunling.

In: Journal of Consumer Marketing, Vol. 33, No. 1, 01.01.2016, p. 52-60.

Research output: Journal PublicationsJournal Article (refereed)Researchpeer-review

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AU - POON, Shing Chung, Patrick

AU - YU, Chunling

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N2 - Purpose – Face concern is a personal value that refers to the extent an individual shows regard for or interest in the protection and enhancement of face. This study aims to examine the moderating influence of face concern on consumer responses to brands associated with corporate social responsibility (CSR). Design/methodology/approach – An experimental study was conducted to test the proposed conceptual model in consumer reactions to CSR brands. Findings – The results show that consumers with a high face concern (vs low face concern) have a better quality perception toward CSR brands than non-CSR brands. In addition, they also have a higher purchase intention and propensity to recommend the CSR brands than those with a low face concern. However, this interaction effect between face concern and brand type (CSR brand vs non-CSR brand) is mediated by consumers’ perceived quality of the brand. Practical implications – This study provides critical implications for the formulation of brand management strategies, particularly for international firms entering an Asian country like China where people generally have a high degree of face concern. Originality/value – This study highlights the moderating role of face concern in the relationship between consumer responses and brands associated with CSR. It also suggests the mediating role of consumers’ perceived brand quality in the relationship between brand types (CSR brands vs non-CSR brands) and consumer responses.

AB - Purpose – Face concern is a personal value that refers to the extent an individual shows regard for or interest in the protection and enhancement of face. This study aims to examine the moderating influence of face concern on consumer responses to brands associated with corporate social responsibility (CSR). Design/methodology/approach – An experimental study was conducted to test the proposed conceptual model in consumer reactions to CSR brands. Findings – The results show that consumers with a high face concern (vs low face concern) have a better quality perception toward CSR brands than non-CSR brands. In addition, they also have a higher purchase intention and propensity to recommend the CSR brands than those with a low face concern. However, this interaction effect between face concern and brand type (CSR brand vs non-CSR brand) is mediated by consumers’ perceived quality of the brand. Practical implications – This study provides critical implications for the formulation of brand management strategies, particularly for international firms entering an Asian country like China where people generally have a high degree of face concern. Originality/value – This study highlights the moderating role of face concern in the relationship between consumer responses and brands associated with CSR. It also suggests the mediating role of consumers’ perceived brand quality in the relationship between brand types (CSR brands vs non-CSR brands) and consumer responses.

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