Cargando…
Effects of brand community social responsibility: roles of collective self-esteem and altruism
The social responsibility of brands and consumers within brand communities is a new phenomenon that can have important implications for brands, communities, and consumers. However, previous research on the relationship between brand community social responsibility (BCSR) and brands/communities is st...
Autores principales: | , , , |
---|---|
Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Palgrave Macmillan UK
2023
|
Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9816545/ http://dx.doi.org/10.1057/s41262-022-00306-5 |
_version_ | 1784864558619295744 |
---|---|
author | Zhou, Zhimin Wang, Yucheng Zheng, Yaqin Liu, Shixiong |
author_facet | Zhou, Zhimin Wang, Yucheng Zheng, Yaqin Liu, Shixiong |
author_sort | Zhou, Zhimin |
collection | PubMed |
description | The social responsibility of brands and consumers within brand communities is a new phenomenon that can have important implications for brands, communities, and consumers. However, previous research on the relationship between brand community social responsibility (BCSR) and brands/communities is still in its infancy and the effects of BCSR are unclear. Based on the theories of social responsibility, collective self-esteem, altruism, and brand relationship, this study explores the effect of BCSR on brand loyalty behavior (i.e., purchase and recommendation intentions) to a brand community. The empirical results of partial least squares modeling reveal that BCSR is a new way of forming brand community commitment that enhances brand loyalty behavior (purchase and recommendation intentions). Moreover, collective self-esteem partially mediates the relationship between BCSR and brand community commitment, and altruism moderates the relationship between BCSR and collective self-esteem. The findings enrich the literature on social responsibility and brand community and point out the managerial implications. |
format | Online Article Text |
id | pubmed-9816545 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2023 |
publisher | Palgrave Macmillan UK |
record_format | MEDLINE/PubMed |
spelling | pubmed-98165452023-01-06 Effects of brand community social responsibility: roles of collective self-esteem and altruism Zhou, Zhimin Wang, Yucheng Zheng, Yaqin Liu, Shixiong J Brand Manag Original Article The social responsibility of brands and consumers within brand communities is a new phenomenon that can have important implications for brands, communities, and consumers. However, previous research on the relationship between brand community social responsibility (BCSR) and brands/communities is still in its infancy and the effects of BCSR are unclear. Based on the theories of social responsibility, collective self-esteem, altruism, and brand relationship, this study explores the effect of BCSR on brand loyalty behavior (i.e., purchase and recommendation intentions) to a brand community. The empirical results of partial least squares modeling reveal that BCSR is a new way of forming brand community commitment that enhances brand loyalty behavior (purchase and recommendation intentions). Moreover, collective self-esteem partially mediates the relationship between BCSR and brand community commitment, and altruism moderates the relationship between BCSR and collective self-esteem. The findings enrich the literature on social responsibility and brand community and point out the managerial implications. Palgrave Macmillan UK 2023-01-06 2023 /pmc/articles/PMC9816545/ http://dx.doi.org/10.1057/s41262-022-00306-5 Text en © The Author(s), under exclusive licence to Springer Nature Limited 2023. Springer Nature or its licensor (e.g. a society or other partner) holds exclusive rights to this article under a publishing agreement with the author(s) or other rightsholder(s); author self-archiving of the accepted manuscript version of this article is solely governed by the terms of such publishing agreement and applicable law. This article is made available via the PMC Open Access Subset for unrestricted research re-use and secondary analysis in any form or by any means with acknowledgement of the original source. These permissions are granted for the duration of the World Health Organization (WHO) declaration of COVID-19 as a global pandemic. |
spellingShingle | Original Article Zhou, Zhimin Wang, Yucheng Zheng, Yaqin Liu, Shixiong Effects of brand community social responsibility: roles of collective self-esteem and altruism |
title | Effects of brand community social responsibility: roles of collective self-esteem and altruism |
title_full | Effects of brand community social responsibility: roles of collective self-esteem and altruism |
title_fullStr | Effects of brand community social responsibility: roles of collective self-esteem and altruism |
title_full_unstemmed | Effects of brand community social responsibility: roles of collective self-esteem and altruism |
title_short | Effects of brand community social responsibility: roles of collective self-esteem and altruism |
title_sort | effects of brand community social responsibility: roles of collective self-esteem and altruism |
topic | Original Article |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC9816545/ http://dx.doi.org/10.1057/s41262-022-00306-5 |
work_keys_str_mv | AT zhouzhimin effectsofbrandcommunitysocialresponsibilityrolesofcollectiveselfesteemandaltruism AT wangyucheng effectsofbrandcommunitysocialresponsibilityrolesofcollectiveselfesteemandaltruism AT zhengyaqin effectsofbrandcommunitysocialresponsibilityrolesofcollectiveselfesteemandaltruism AT liushixiong effectsofbrandcommunitysocialresponsibilityrolesofcollectiveselfesteemandaltruism |