How do customers' perceptions of corporate social responsibility contribute to sustainable customer citizenship behaviors? The mediating mechanisms of corporate brand pride and self‐brand connection

Abstract

AbstractThis study extends previous research on corporate social responsibility (CSR) by including the mediating role of corporate brand pride and self‐brand connection from a relationship quality perspective. Based on the theoretical foundation of social identity theory, four hypotheses were established and tested using structural equation modeling. Data from 609 banking customers in Korea were collected via online questionnaire surveys. The results revealed the following: (1) Customers' perceptions of CSR are significant in enhancing customer citizenship behaviors. (2) Corporate brand pride mediates the positive relationship between customers' perceptions of CSR and customer citizenship behaviors. (3) Self‐brand connection mediates the positive relationship between customers' perceptions of CSR and customer citizenship behaviors. (4) Serial multiple mediation of corporate brand pride and self‐brand connection exist between customers' perceptions of CSR and customer citizenship behaviors. These results identified the mediating process related to the relationship quality between customers' perceptions of CSR and customer citizenship behavior.