Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication
While the CSR literature proliferates, understanding the effects of chiefly proactive (vs. chiefly reactive) CSR activities on customers' brand identification and brand love lags, leaving managers in the dark. To illuminate these issues, three studies were conducted. First, study 1 deployed an...
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2025
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| Online Access: | http://hdl.handle.net/10725/16542 https://doi.org/10.1016/j.jretconser.2025.104230 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.sciencedirect.com/science/article/pii/S0969698925000098 |
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| _version_ | 1864513472905084928 |
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| author | Dahrouj, Rasha |
| author2 | Itani, Omar S. Hollebeek, Linda D. Eslami, Hossein Kassar, Abdul-Nasser |
| author2_role | author author author author |
| author_facet | Dahrouj, Rasha Itani, Omar S. Hollebeek, Linda D. Eslami, Hossein Kassar, Abdul-Nasser |
| author_role | author |
| dc.creator.none.fl_str_mv | Dahrouj, Rasha Itani, Omar S. Hollebeek, Linda D. Eslami, Hossein Kassar, Abdul-Nasser |
| dc.date.none.fl_str_mv | 2025-02-12T09:49:26Z 2025-02-12T09:49:26Z 2025 2025-01-27 |
| dc.identifier.none.fl_str_mv | 0969-6989 http://hdl.handle.net/10725/16542 https://doi.org/10.1016/j.jretconser.2025.104230 Dahrouj, R., Itani, O. S., Hollebeek, L. D., Eslami, H., & Kassar, A. N. (2025). Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication. Journal of Retailing and Consumer Services, 84, 104230. http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.sciencedirect.com/science/article/pii/S0969698925000098 |
| dc.language.none.fl_str_mv | en |
| dc.relation.none.fl_str_mv | Journal of Retailing and Consumer Services |
| dc.rights.*.fl_str_mv | info:eu-repo/semantics/openAccess |
| dc.title.none.fl_str_mv | Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication |
| dc.type.none.fl_str_mv | Article info:eu-repo/semantics/publishedVersion info:eu-repo/semantics/article |
| description | While the CSR literature proliferates, understanding the effects of chiefly proactive (vs. chiefly reactive) CSR activities on customers' brand identification and brand love lags, leaving managers in the dark. To illuminate these issues, three studies were conducted. First, study 1 deployed an experimental design to test the effect of chiefly proactive/reactive social CSR activities on customer-brand relationships, as measured by brand identification and -love, and their respective impact on customer engagement. To ensure the validity and generalizability of the results, a second study was conducted, which replicated the previous study's design, albeit focusing on environmental CSR activities. Using survey data, study 3 tested the moderating role of social CSR communication on the association of chiefly proactive/reactive CSR activities on customer-brand identification and brand love. The findings suggest chiefly proactive (vs. -reactive) CSR's particular effectiveness in driving customer-brand identification, -love, and engagement. The study uncovered social CSR communication's key role in building customer-brand relationships, particularly for chiefly proactive CSR activities. Moreover, it shows that the effectiveness of CSR activities improves when social CSR communication is used to communicate the firm's CSR efforts on social media. This study offers theoretical insights and practical suggestions. |
| eu_rights_str_mv | openAccess |
| format | article |
| id | LAURepo_c71f430cb25601c37c4f90b98c1bab4d |
| identifier_str_mv | 0969-6989 Dahrouj, R., Itani, O. S., Hollebeek, L. D., Eslami, H., & Kassar, A. N. (2025). Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication. Journal of Retailing and Consumer Services, 84, 104230. |
| language_invalid_str_mv | en |
| network_acronym_str | LAURepo |
| network_name_str | Lebanese American University repository |
| oai_identifier_str | oai:laur.lau.edu.lb:10725/16542 |
| publishDate | 2025 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| spelling | Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communicationDahrouj, RashaItani, Omar S.Hollebeek, Linda D.Eslami, HosseinKassar, Abdul-NasserWhile the CSR literature proliferates, understanding the effects of chiefly proactive (vs. chiefly reactive) CSR activities on customers' brand identification and brand love lags, leaving managers in the dark. To illuminate these issues, three studies were conducted. First, study 1 deployed an experimental design to test the effect of chiefly proactive/reactive social CSR activities on customer-brand relationships, as measured by brand identification and -love, and their respective impact on customer engagement. To ensure the validity and generalizability of the results, a second study was conducted, which replicated the previous study's design, albeit focusing on environmental CSR activities. Using survey data, study 3 tested the moderating role of social CSR communication on the association of chiefly proactive/reactive CSR activities on customer-brand identification and brand love. The findings suggest chiefly proactive (vs. -reactive) CSR's particular effectiveness in driving customer-brand identification, -love, and engagement. The study uncovered social CSR communication's key role in building customer-brand relationships, particularly for chiefly proactive CSR activities. Moreover, it shows that the effectiveness of CSR activities improves when social CSR communication is used to communicate the firm's CSR efforts on social media. This study offers theoretical insights and practical suggestions.Published2025-02-12T09:49:26Z2025-02-12T09:49:26Z20252025-01-27Articleinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/article0969-6989http://hdl.handle.net/10725/16542https://doi.org/10.1016/j.jretconser.2025.104230Dahrouj, R., Itani, O. S., Hollebeek, L. D., Eslami, H., & Kassar, A. N. (2025). Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication. Journal of Retailing and Consumer Services, 84, 104230.http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.phphttps://www.sciencedirect.com/science/article/pii/S0969698925000098enJournal of Retailing and Consumer Servicesinfo:eu-repo/semantics/openAccessoai:laur.lau.edu.lb:10725/165422025-02-18T11:48:54Z |
| spellingShingle | Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication Dahrouj, Rasha |
| status_str | publishedVersion |
| title | Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication |
| title_full | Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication |
| title_fullStr | Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication |
| title_full_unstemmed | Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication |
| title_short | Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication |
| title_sort | Which corporate social responsibility (CSR) approach optimizes customer engagement behavior? The role of customer-brand identification, brand love, and social communication |
| url | http://hdl.handle.net/10725/16542 https://doi.org/10.1016/j.jretconser.2025.104230 http://libraries.lau.edu.lb/research/laur/terms-of-use/articles.php https://www.sciencedirect.com/science/article/pii/S0969698925000098 |