Corporate Brand Trust as a Mediator in the Relationship between Consumer Perception of CSR, Corporate Hypocrisy, and Corporate Reputation

Hanna Kim,Junsang Yeo,Won-Moo Hur

doi:10.3390/su7043683

Abstract

The aim of this research is to investigate the relationship between consumer perception of Corporate Social Responsibility (CSR), corporate brand trust, corporate hypocrisy, and corporate reputation. Based on the one-to-one interview method using a structured questionnaire of 560 consumers in South Korea, the proposed model was estimated by structural equation modeling analysis. The model suggests that consumer perception of CSR influences consumer attitudes toward a corporation (i.e., perceived corporate hypocrisy and corporate reputation) by developing corporate brand trust. This in turn further enhances corporate reputation while decreasing corporate hypocrisy. The findings of our study demonstrate that consumer perception of CSR is an antecedent to corporate brand trust, which fully mediates the relationship between consumer perception of CSR and corporate reputation. In addition, corporate brand trust has the role of partial mediator in the relationship between consumer perception of CSR and corporate hypocrisy. These results imply that to better understand the relationship between consumer perception of CSR and consumer attitudes toward a corporation, it is necessary to consider corporate brand trust as an important mediating variable. The theoretical and practical implications of this study are discussed, together with its limitations and potential for future research.

Highlights

Many companies have become increasingly interested in Corporate Social Responsibility (CSR).When consumers make purchases, they consider the social responsibility of a company as an important attribute [1]
Little research has explored the impact of consumer perception of CSR on negative outcomes of marketing, as most studies have focused on the positive outcomes, such as brand loyalty, reputation, and equity
The purpose of this study was to examine how consumer perception of CSR affects corporate brand trust, corporate reputation, and corporate hypocrisy, and whether corporate brand trust plays a role as a mediator between consumer perception of CSR and consumer attitude toward a corporation

Summary

Introduction

Many companies have become increasingly interested in Corporate Social Responsibility (CSR). They consider the social responsibility of a company as an important attribute [1]. Previous studies have shown that through CSR activities, companies can improve consumer attitudes and develop favorable corporate images and reputations over time [2,3,4]. There has been little research regarding how consumer perception of CSR influences corporate reputation, even though it is widely known that CSR itself plays an important role in building corporate reputation [7,8]. Little research has explored the impact of consumer perception of CSR on negative outcomes of marketing, as most studies have focused on the positive outcomes, such as brand loyalty, reputation, and equity

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Conclusion