The Perception of Two Types of Corporate Social Responsibility on the Consumer-Brand Relationship

Lei Huang, Dalhousie University, Canada
This research identifies two categories corporate social responsibility information – corporate operational performance (COP) and social performance (CSP) – to test their respective impact on consumer brand advocacy and brand trust. Results from two empirical studies suggest that product involvement has a moderating effect on COP/CSP and brand advocacy and brand trust.
[ to cite ]:
Lei Huang (2012) ,"The Perception of Two Types of Corporate Social Responsibility on the Consumer-Brand Relationship", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 635-636.