Can Corporate Social Responsibility Reputation Create Emotional Attachments - Examining Consumers’ Emotional Responses to Organizations’ Corporate Social Responsibility

Abstract

The purpose of this paper is to explore the impact of Corporate Social Responsibility (CSR) Reputation on Emotional Attachment towards brands. The incentive for this study comes from a gap in the literature of understanding the connection between CSR Reputation and Emotional Attachment. A sample of 541 consumers provided information about a brand from a stated list of 6 FMCG brands in India to study this relationship. It is found that CSR Reputation affects emotional attachment towards a brand. This study provides a new outlook on how a brand can build emotional attachment of consumers by performing CSR initiatives. Furthermore, how the CSR Reputation built via this can deepen the engagement consumers feel for the brand.