The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences

• Published in: Journal of business research Vol. 95; pp. 514 - 530
• Main Authors: Xie, Chunyan, Bagozzi, Richard P., Grønhaug, Kjell
• Format: Journal Article
• Language: English
• Published: Elsevier Inc 01.02.2019
• Subjects: Attitudes; Brand advocacy behaviors; Corporate social responsibility; Empathy; Positive moral emotions; Social justice values; Brand advocacy behaviors; Attitudes; Corporate social responsibility; Empathy; Social justice values; Positive moral emotions

We investigate the effect of corporate social responsibility (CSR) on consumer advocacy behaviors toward corporate brands. We focus on the mediating roles of positive moral emotions (awe, gratitude, and elevation) and attitudes. The moderating effects of social justice values and empathy on such med...