Effects of brand community social responsibility: roles of collective self-esteem and altruism

Abstract

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.