Skip to main content
SpringerLink
Log in

When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment

  • Original Article
  • Published:
Journal of Brand Management Aims and scope Submit manuscript

Abstract

The first objective of this study is to test the mediating role of emotional brand attachment in the relationship between customers’ perception of corporate social responsibility (CSR) and two types of customer extra-role behavior: customer participation behavior and customer citizenship behavior. The second objective is to examine the moderating effects of customer spirituality on the customer CSR perception–emotional brand attachment relationship and the indirect relationship between customer CSR perception and customer participation/citizenship behavior through emotional brand attachment. We conducted a research survey with 615 South Korean bank customers and performed structural equation modeling to test our hypotheses. Emotional brand attachment partially mediated the relationship between customer CSR perception and customer participation/citizenship behavior. The positive association between customer CSR perception and emotional brand attachment was more pronounced when customer spirituality was high than when it was low. Customer spirituality further moderated the indirect effect of customer CSR perception and customer participation/citizenship behavior through emotional brand attachment. This is one of the first studies to explore the boundary conditions of customer spirituality that strengthen the association between customer CSR perception and customer extra-role behaviors via emotional brand attachment. The study advances customer CSR perception and spirituality research by proposing and testing a moderated mediation model.

This is a preview of subscription content, log in via an institution to check access.

Access this article

Log in via an institution

Price excludes VAT (USA)
Tax calculation will be finalised during checkout.

Instant access to the full article PDF.

Institutional subscriptions

Fig. 1
Fig. 2

Similar content being viewed by others

References

  • Achua, J.K. 2008. Corporate social responsibility in Nigerian banking system. Society and Business Review 3(1): 57–71.

    Google Scholar 

  • Afsar, B., and M. Rehman. 2015. The relationship between workplace spirituality and innovative work behavior: The mediating role of perceived person-organization fit. Journal of Management, Spirituality and Religion 12(4): 329–353.

    Google Scholar 

  • Aiken, L., and S. West. 1991. Multiple regression: Testing and interpreting interactions. Newbury Park, CA: Sage.

    Google Scholar 

  • Ajina, A.S., A. Japutra, B. Nguyen, S.G. Syed Alwi, and A.H. Al-Hajla. 2019. The importance of CSR initiatives in building customer support and loyalty: Evidence from Saudi Arabia. Asia Pacific Journal of Marketing and Logistics 31(3): 691–713.

    Google Scholar 

  • Aramburu, I.A., and I.G. Pescador. 2019. The effects of corporate social responsibility on customer loyalty: The mediating effect of reputation in cooperative banks versus commercial banks in the Basque country. Journal of Business Ethics 154(3): 701–719.

    Google Scholar 

  • Babakus, E., U. Yavas, O.M. Karatepe, and T. Avci. 2003. The effect of management commitment to service quality on employees’ affective and performance outcomes. Journal of the Academy of Marketing Science 31(3): 272–286.

    Google Scholar 

  • Balaji, M.S. 2014. Managing customer citizenship behavior: A relationship perspective. Journal of Strategic Marketing 22(3): 222–239.

    Google Scholar 

  • Bhattacharya, C.B., D. Korschun, and S. Sen. 2009. Strengthening stakeholder-company relationships through mutually beneficial corporate social responsibility initiatives. Journal of Business Ethics 85(2): 257–272.

    Google Scholar 

  • Bhuian, S.N., S.K. Sharma, I. Butt, and Z.U. Ahmed. 2018. Antecedents and pro-environmental consumer behavior (PECB): The moderating role of religiosity. Journal of Consumer Marketing 35(3): 287–299.

    Google Scholar 

  • Bove, L.L., S.J. Pervan, S.E. Beatty, and E. Shiu. 2009. Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research 62(7): 698–705.

    Google Scholar 

  • Brislin, R.W. 1970. Back-translation for cross-cultural research. Journal of Cross-Cultural Psychology 1: 185–216.

    Google Scholar 

  • Britton, P.C., and J.M. Fuendeling. 2005. The relations among varieties of adult attachment and the components of empathy. Journal of Social Psychology 145: 519–530.

    Google Scholar 

  • Brunk, K.H. 2010. Exploring origins of ethical company/brand perceptions—A consumer perspective of corporate ethics. Journal of Business Research 63(3): 255–262.

    Google Scholar 

  • Carlson, D., K.M. Kacmar, S. Zivnuska, M. Ferguson, and D. Whitten. 2011. Work-family enrichment and job performance: A constructive replication of affective events theory. Journal of Occupational Health Psychology 16(3): 297–312.

    Google Scholar 

  • Chan, K.W., C.K. Yim, and S.S. Lam. 2010. Is customer participation in value creation a double-edged sword? Evidence from professional financial services across cultures. Journal of Marketing 74(3): 48–64.

    Google Scholar 

  • Cheng, J.C., S.J. Luo, C.H. Yen, and Y.F. Yang. 2016. Brand attachment and customer citizenship behaviors. The Service Industries Journal 36(7): 263–277.

    Google Scholar 

  • Chowdhury, R.M. 2018. Religious orientations and consumer ethics: The mediating role of personal moral philosophies. Journal of Macromarketing. https://doi.org/10.1177/0276146718787003.

    Article  Google Scholar 

  • Cohen, J. 1988. Statistical power analysis for the behavioral sciences, 2nd ed. Hillsdale, NJ: Erlbaum.

    Google Scholar 

  • Cohen, J., P. Cohen, S.G. West, and L.S. Aiken. 2003. Interactions among variables. In Applied multiple regression/correlation analysis for the behavioral sciences, 3rd ed, ed. J. Cohen, P. Cohen, S.G. West, and L.S. Aiken, 255–300. Mahwah, NJ: Erlbaum.

    Google Scholar 

  • Crossman, J. 2011. Environmental and spiritual leadership: Tracing the synergies from an organizational perspective. Journal of Business Ethics 103(4): 553–565.

    Google Scholar 

  • Dawson, J.F. 2014. Moderation in management research: What, why, when, and how? Journal of Business and Psychology 29(1): 1–19.

    Google Scholar 

  • Du, S., C.B. Bhattacharya, and S. Sen. 2007. Reaping relational rewards from corporate social responsibility: The role of competitive positioning. International Journal of Research in Marketing 24(3): 224–241.

    Google Scholar 

  • Ehrenfeld, J. 2008. Sustainability by design: A subversive strategy for transforming our consumer culture. New Haven, CT: Yale University Press.

    Google Scholar 

  • Fatma, M., and Z. Rahman. 2016. The CSR’s influence on customer responses in Indian banking sector. Journal of Retailing and Consumer Services 29: 49–57.

    Google Scholar 

  • Fornell, C., and D.F. Larcker. 1981. Evaluating structural equation models with unobservable variables and measurement error. Journal of Marketing Research 18(1): 39–50.

    Google Scholar 

  • Fry, L.W., and J.W. Slocum. 2008. Maximizing the triple bottom line through spiritual leadership. Organizational Dynamics 37(1): 86–96.

    Google Scholar 

  • Galesic, M., and M. Bosnjak. 2009. Effects of questionnaire length on participation and indicators of response quality in a web survey. Public Opinion Quarterly 73(2): 349–360.

    Google Scholar 

  • Ghorbanifar, M., and F. Azma. 2014. Workplace spirituality and organizational citizenship behavior: Evidence from the banking industry. Management Science Letters 4(8): 1685–1692.

    Google Scholar 

  • Godfrey, P.C. 2005. The relationship between corporate philanthropy and shareholder wealth: A risk management perspective. Academy of Management Review 30(4): 777–798.

    Google Scholar 

  • Gotsis, G., and Z. Kortezi. 2008. Philosophical foundations of workplace spirituality. Journal of Business Ethics 78(4): 575–600.

    Google Scholar 

  • Granitz, N., and H. Forman. 2015. Building self-brand connections: Exploring brand stories through a transmedia perspective. Journal of Brand Management 22(1): 38–59.

    Google Scholar 

  • Groth, M. 2005. Customers as good soldiers: Examining citizenship behaviors in internet service delivers. Journal of Management 31(1): 7–27.

    Google Scholar 

  • Gupta, M., V. Kumar, and M. Singh. 2014. Creating satisfied employees through workplace spirituality: A study of the private insurance sector in Punjab (India). Journal of Business Ethics 122(1): 79–88.

    Google Scholar 

  • Hayes, A.F. 2017. Introduction to mediation, moderation, and conditional process analysis: A regression-based approach, 2nd ed. New York, NY: Guilford.

    Google Scholar 

  • Hayes, A.F. 2015. An index and test of linear moderated mediation. Multivariate Behavioral Research 50(1): 1–22.

    Google Scholar 

  • Hays, R.D., T. Hayashi, and A.L. Stewart. 1989. A five-item measure of socially desirable response set. Educational and Psychological Measurement 49(3): 629–636.

    Google Scholar 

  • Ho, C. 2017. Does practicing CSR makes consumers like your shop more? Consumer-retailer love mediates CSR and behavioral intentions. International Journal of Environmental Research and Public Health 14(12): 1558.

    Google Scholar 

  • Hsu, K. 2012. The advertising effects of corporate social responsibility on corporate reputation and brand equity: Evidence from the life insurance industry in Taiwan. Journal of Business Ethics 109: 189–201.

    Google Scholar 

  • Hunt, S.D., and S.J. Vitell. 1993. The general theory of marketing ethics: A retrospective and revision. In Ethics in marketing, ed. N.C. Smith and J.A. Quelch, 775–784. IL, Irwin Inc: Homewood.

    Google Scholar 

  • Hur, W.M., H. Kim, and J. Woo. 2014. How CSR leads to corporate brand equity: Mediating mechanisms of corporate brand credibility and reputation. Journal of Business Ethics 125(1): 75–86.

    Google Scholar 

  • Hur, W.M., H. Kim, and H.K. Kim. 2018. Does customer engagement in corporate social responsibility initiatives lead to customer citizenship behavior? The mediating roles of customer-company identification and affective commitment. Corporate Social Responsibility and Environmental Management 25(6): 1258–1269.

    Google Scholar 

  • Hur, W.M., and Y. Kim. 2017. How does culture improve consumer engagement in CSR initiatives? The mediating role of motivational attributions. Corporate Social Responsibility and Environmental Management 24(6): 620–633.

    Google Scholar 

  • Husemann, K.C., and G.M. Eckhardt. 2019. Consumer spirituality. Journal of Marketing Management 35(5/6): 391–406.

    Google Scholar 

  • Hyun, S.S., and H. Han. 2015. Luxury cruise travelers: Other customer perceptions. Journal of Travel Research 54(1): 107–121.

    Google Scholar 

  • Iglesias, O., S. Markovic, and J. Rialp. 2019. How does sensory brand experience influence brand equity? Considering the roles of customer satisfaction, customer affective commitment, and employee empathy. Journal of Business Research 96: 343–354.

    Google Scholar 

  • Japutra, A., Y. Ekinci, and L. Simkin. 2018. The role of ideal-self congruence and brand attachment in consumers’ negative behavior: Compulsive buying and external trash-talking. European Journal of Marketing 52(3/4): 683–701.

    Google Scholar 

  • Karaosmanoglu, E., N. Altinigne, and D.G. Isiksal. 2016. CSR motivation and customer extra-role behavior: Moderation of ethical corporate identity. Journal of Business Research 69(10): 4161–4167.

    Google Scholar 

  • Kessous, A., E. Roux, and J.L. Chandon. 2015. Consumer-brand relationships: A contrast of nostalgic and non-nostalgic brands. Psychology & Marketing 32(2): 187–202.

    Google Scholar 

  • Kim, D.H., and D. Song. 2019. Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level. Journal of Brand Management 26(3): 255–267.

    Google Scholar 

  • Klein, A.G., and B.O. Muthén. 2007. Quasi-maximum likelihood estimation of structural equation models with multiple interaction and quadratic effects. Multivariate Behavioral Research 42(4): 647–673.

    Google Scholar 

  • Kolodinsky, R., R. Giacalone, and C. Jurkiewicz. 2008. Workplace values and outcomes: Exploring personal, organizational, and interactive workplace spirituality. Journal of Business Ethics 81(2): 465–480.

    Google Scholar 

  • Korea Federation of Banks. 2018. Corporate citizenship report 2017. https://www.kfb.or.kr/member/pdf/corporate_2017.pdf/. Accessed 18 Aug 2019.

  • Korea Productivity Center. 2018. Result of Dow Jones sustainability index Korea in 2018. http://djsi.or.kr/wp/?page_id=1592 (Korean). Accessed 18 Aug 2019.

  • Kuokkanen, H. 2017. Fictitious consumer responsibility? Quantifying social desirability bias in corporate social responsibility surveys. Palgrave Communications 3(1): 1–9.

    Google Scholar 

  • Lee, Y.H., C. Hsiao, and Y.C. Chen. 2017. Linking positive psychological capital with customer value co-creation. International Journal of Contemporary Hospitality Management 29(4): 1235–1255.

    Google Scholar 

  • Levy, S., and H. Hino. 2016. Emotional brand attachment: A factor in customer-bank relationships. International Journal of Bank Marketing 34(2): 136–150.

    Google Scholar 

  • Lii, Y.S., and M. Lee. 2012. Doing right leads to doing well: When the type of CSR and reputation interact to affect consumer evaluations of the firm. Journal of Business Ethics 105: 69–81.

    Google Scholar 

  • Mainardes, E.W., A. Teixeira, and P.C.S. Romano. 2017. Determinants of co-creation in banking services. International Journal of Bank Marketing 35(2): 187–204.

    Google Scholar 

  • Marin, L., S. Ruiz, and A. Rubio. 2009. The role of identity salience in the effects of corporate social responsibility on consumer behavior. Journal of Business Ethics 84(1): 65–78.

    Google Scholar 

  • Marsh, H.W., Z. Wen, and K.T. Hau. 2004. Structural equation models of latent interactions: Evaluation of alternative estimation strategies and indicator construction. Psychological Methods 9(3): 275–300.

    Google Scholar 

  • Martovoy, A., and J. Santos. 2012. Co-creation and co-profiting in financial services. International Journal of Entrepreneurship and Innovation Management 16(1/2): 114–135.

    Google Scholar 

  • Marques, J., S. Dhiman, and R. King. 2007. Spirituality in the workplace: What it is, why it matters, how to make it work for you. Fawnskin, CA: Personhood Press.

    Google Scholar 

  • Minton, E.A., L.R. Kahle, and C.-H. Kim. 2015. Religion and motives for sustainable behaviors: A cross-cultural comparison and contrast. Journal of Business Research 68(9): 1937–1944.

    Google Scholar 

  • Mitroff, I., and E. Denton. 1999. A study of spirituality in the workplace. Sloan Management Review 40(4): 83–92.

    Google Scholar 

  • Mohr, L.A., and D.J. Webb. 2005. The effect of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs 39(1): 121–147.

    Google Scholar 

  • Moore, T.W., and W.J. Casper. 2006. An examination of proxy measures of workplace spirituality: A profile model of multidimensional constructs. Journal of Leadership and Organizational Studies 12(4): 109–118.

    Google Scholar 

  • Muthen, L. K., and B. O. Muthen. 1998–2017. Mplus (Version 8). Los Angeles, CA: Muthen & Muthen.

  • Narang, R. 2013. Measuring consumer spirituality through a valid scale. Proceedings of the 3rd biennial conference of the Indian Academy of Management (p. 124). http://vslir.iima.ac.in:8080/xmlui/handle/11718/11492. Accessed 6 Sept 6 2017.

  • Naseer, S., F. Syed, S. Nauman, T. Fatima, U. Jameel, and N. Riaz. 2019. Understanding how leaders’ humility promotes followers’ emotion and ethical behaviors: Workplace spirituality as a mediator. Journal of Positive Psychology. https://doi.org/10.1080/17439760.2019.1615103.

    Article  Google Scholar 

  • Öberseder, M., B.B. Schlegelmilch, and V. Gruber. 2011. Why don’t consumers care about CSR? A qualitative study exploring the role of CSR in consumption decisions. Journal of Business Ethics 104(4): 449–460.

    Google Scholar 

  • Pandey, A., R. Gupta, and A. Arora. 2008. Spiritual climate of business organizations and its impact on customers’ experience. Journal of Business Ethics 88(2): 313–332.

    Google Scholar 

  • Park, C.W., and D.J. Macinnis. 2006. What’s in and what’s out: Questions on the boundaries of the attitude construct. Journal of Consumer Research 33(1): 16–18.

    Google Scholar 

  • Park, C.W., D.J. MacInnis, J. Priester, A.B. Eisingerich, and D. Iacobucci. 2010. Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers. Journal of Marketing 74(6): 1–17.

    Google Scholar 

  • Pawar, B.S. 2009. Workplace spirituality facilitation: A comprehensive model. Journal of Business Ethics 90(3): 375–386.

    Google Scholar 

  • Pérez, A., and I.R. Del Bosque. 2014. Customer CSR expectations in the banking industry. International Journal of Bank Marketing 32(3): 223–244.

    Google Scholar 

  • Pérez, A., and I.R. Del Bosque. 2015. An integrative framework to understand how CSR affects customer loyalty through identification, emotions and satisfaction. Journal of Business Ethics 129(3): 571–584.

    Google Scholar 

  • Pérez, A., and I.R. Del Bosque. 2017. Personal traits and customer responses to CSR perceptions in the banking sector. International Journal of Bank Marketing 35(1): 128–146.

    Google Scholar 

  • Pérez, A., P. Martínez, and I.R. Del Bosque. 2013. The development of a stakeholder-based scale for measuring corporate social responsibility in the banking industry. Service Business 7(3): 459–481.

    Google Scholar 

  • Podsakoff, P.M., S.B. MacKenzie, and N.P. Podsakoff. 2012. Sources of method bias in social science research and recommendations on how to control it. Annual Review of Psychology 63: 539–569.

    Google Scholar 

  • Pradhan, R.K., and L.K. Jena. 2016. Workplace spirituality and organizational commitment: Role of emotional intelligence among Indian banking professionals. Journal of Human Research Management 19(1): 13–23.

    Google Scholar 

  • Pratihari, S.K., and S.H. Uzma. 2018. CSR and corporate branding effect on brand loyalty: A study on Indian banking industry. Journal of Product & Brand Management 27(1): 57–78.

    Google Scholar 

  • Preacher, K.J., and K. Kelley. 2011. Effect size measures for mediation models: Quantitative strategies for communicating indirect effects. Psychological Methods 16(2): 93–115.

    Google Scholar 

  • Rahman, M.S., A.M. Osmangani, N.M. Daud, A.H. Chowdhury, and H. Hassan. 2015. Trust and workplace spirituality on knowledge haring behavior. Learning Organization 22(6): 317–332.

    Google Scholar 

  • Revilla-Camacho, M.Á., M. Vega-Vázquez, and F.G. Cossío-Silva. 2015. Customer participation and citizenship behavior effects on turnover intention. Journal of Business Research 68(7): 1607–1611.

    Google Scholar 

  • Romani, S., and S. Grappi. 2014. How companies’ good deeds encourage consumers to adopt pro-social behavior. European Journal of Marketing 48(5/6): 943–963.

    Google Scholar 

  • Saleem, M.A., L. Eagle, A. Yaseen, and D. Low. 2018. The power of spirituality: Exploring the effects of environmental values on eco-socially conscious consumer behavior. Asia Pacific Journal of Marketing and Logistics 30(4): 867–888.

    Google Scholar 

  • Sara, H., J. Lan, J.Y. Jun, and M. Nagesh. 2019. Society or the environment? Understanding how consumers evaluate brand messages about corporate social responsibility activities. Journal of Brand Management 26(1): 21–34.

    Google Scholar 

  • Sardana, D., M. Gupta, and P. Sharma. 2018. Spirituality and religiosity at the junction of consumerism: Exploring consumer preference for spiritual brands. International Journal of Consumer Studies 42(6): 724–735.

    Google Scholar 

  • Sarro, M.M., P. Cuesta, and A. Penelas. 2007. La responsabilidad social corporativa (RSC): Una orientación emergente en la gestion de las entidades bancarias españolas. In Conocimiento, innovación y emprendedores: Camino al futuro, ed. J.C. Ayala. Logroño (Spain): Universidad de La Rioja.

    Google Scholar 

  • Schmalz, S., and U.R. Orth. 2012. Brand attachment and consumer emotional response to unethical firm behavior. Psychology & Marketing 29(11): 869–884.

    Google Scholar 

  • Sen, S., and C.B. Bhattacharya. 2001. Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research 38(2): 225–243.

    Google Scholar 

  • Sen, S., C.B. Bhattacharya, and D. Korschun. 2006. The role of corporate social responsibility in strengthening multiple stakeholder relationships: A field experiment. Journal of the Academy of Marketing Science 34(2): 158–166.

    Google Scholar 

  • Sharma, C.S., and N. Sharma. 2016. Relationship between consumers’ spirituality and green purchasing intentions: The mediation effect of perceived consumer effectiveness. IIM Kozhikode Society & Management Review 6(2): 1–11.

    Google Scholar 

  • Sheep, M.L. 2006. Nurturing the whole person: The ethics of workplace spirituality in a society of organizations. Journal of Business Ethics 66(4): 357–375.

    Google Scholar 

  • Sheth, J.N., N.K. Sethia, and S. Srinivas. 2011. Mindful consumption: A customer-centric approach to sustainability. Journal of the Academy of Marketing Science 39(1): 21–39.

    Google Scholar 

  • Souiden, N., L. Riadh, and A.A. Zarrouk. 2018. Is buying counterfeit sinful? Investigation of consumers’ attitudes and purchase intentions of counterfeit products in a Muslim country. International Journal of Consumer Studies 42(6): 687–703.

    Google Scholar 

  • Stead, J.G., and W.E. Stead. 2014. Building spiritual capabilities to sustainability-based competitive advantages. Journal of Management, Spirituality and Religion 11(2): 143–158.

    Google Scholar 

  • Stride C. B., S. Gardner, N. Catley, and F. Thomas. 2015. Mplus code for the mediation, moderation, and moderated mediation models. http://www.figureitout.org.uk. Accessed 25 Nov 2019.

  • Thompson, P., and C. Cowton. 2004. Bringing the environment into bank lending: Implications for environmental reporting. The British Accounting Review 36(2): 197–218.

    Google Scholar 

  • Thomson, M., D.J. MacInnis, and C.W. Park. 2005. The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology 15(1): 77–91.

    Google Scholar 

  • Truscott, R.A., J.L. Bartlett, and S.A. Tywoniak. 2009. The reputation of the corporate social responsibility industry in Australia. Australasian Marketing Journal 17(2): 84–91.

    Google Scholar 

  • Tuan, L.T. 2018. Activating tourists’ citizenship behavior for the environment: The roles of CSR and frontline employees’ citizenship behavior for the environment. Journal of Sustainable Tourism 26(7): 1178–1203.

    Google Scholar 

  • Tuan, L.T., D. Rajendran, and C. Rowley. 2019. Customer value co-creation in the business-to-business tourism context: The roles of corporate social responsibility and customer empowering behaviors. Journal of Hospitality and Tourism Management 39: 137–149.

    Google Scholar 

  • Uzkurt, C. 2010. Customer participation in the service process: A model and research propositions. International Journal of Services and Operations Management 6(1): 17–37.

    Google Scholar 

  • Vitell, S.J., R.-H. Encarnacion, and R.-R. Carlos. 2018. A Spanish perspective on the impact on religiosity and spirituality on consumer ethics. International Journal of Consumer Studies 42(6): 675–686.

    Google Scholar 

  • Vitell, S.J., R.A. King, K. Howie, I. Toti, L. Albert, E.R. Hidalgo, and O. Yacout. 2016. Spirituality, moral identity, and consumer ethics: A multi-cultural study. Journal of Business Ethics 139(1): 147–160.

    Google Scholar 

  • Vitell, S.J., and J.G. Paolillo. 2003. Consumer ethics: The role of religiosity. Journal of Business Ethics 46(2): 151–162.

    Google Scholar 

  • Vitell, S.J., J.G. Paolillo, and J.J. Singh. 2006. The role of money and religiosity in determining consumers’ ethical beliefs. Journal of Business Ethics 64(2): 117–124.

    Google Scholar 

  • Vitell, S.J., J.J. Singh, and J.G. Paolillo. 2007. Consumers’ ethical beliefs: The roles of money, religiosity and attitude toward business. Journal of Business Ethics 73(4): 369–379.

    Google Scholar 

  • Vlachos, P.A. 2012. Corporate social performance and consumer-retailer emotional attachment: The moderating role of individual traits. European Journal of Marketing 46(11/12): 1559–1580.

    Google Scholar 

  • Vlachos, P.A., and A.P. Vrechopoulos. 2012. Consumer-retailer love and attachment: Antecedents and personality moderators. Journal of Retailing and Consumer Service 19(2): 218–228.

    Google Scholar 

  • Voorhees, C.M., M.K. Brady, and E. Ramirez. 2016. Discriminant validity testing in marketing: An analysis, causes for concern, and proposed remedies. Journal of the Academy Marketing Science 44(1): 119–134.

    Google Scholar 

  • Wagner, T., R.J. Lutz, and B.A. Weitz. 2009. Corporate hypocrisy: Overcoming the threat of inconsistent corporate social responsibility perceptions. Journal of Marketing 73(6): 77–91.

    Google Scholar 

  • Wijaya, B.S. 2013. Dimensions of brand image: A conceptual review from the perspective of brand communication. European Journal of Business and Management 5(31): 55–65.

    Google Scholar 

  • Williams, L.J., J.A. Cote, and M.R. Buckley. 1989. Lack of method variance in self-reported affect and perceptions at work: Reality or artifact? Journal of Applied Psychology 74(3): 462–468.

    Google Scholar 

  • Yi, Y., and T. Gong. 2008. The effects of customer justice perception and affect on customer citizenship behavior and customer dysfunctional behavior. Industrial Marketing Management 37(7): 767–783.

    Google Scholar 

  • Yi, Y., R. Nataraajan, and T. Gong. 2011. Customer participation and citizenship behavioral influences on employee performances, satisfaction, commitment, and turnover intention. Journal of Business Research 64(1): 87–95.

    Google Scholar 

  • Yi, Y., T. Gong, and H. Lee. 2013. The impact of other customers on customer citizenship behavior. Psychology & Marketing 30(4): 341–356.

    Google Scholar 

Download references

Acknowledgements

This work was supported by INHA UNIVERSITY Research Grant.

Author information

Authors and Affiliations

  1. College of Business Administration, Inha University, 100, Inha-ro, Michuhol-gu, Incheon, 22212, South Korea

    Won-Moo Hur

  2. School of Business Administration, Hongik University, 72-1 Sangsu-dong, Mapo-gu, Seoul, 121-791, South Korea

    Tae-Won Moon

  3. Department of Clothing and Textiles, College of Human Ecology, Chungnam National University, 220 Gung-dong, Yuseong-gu, Daejeon, South Korea

    Hanna Kim

Authors
  1. Won-Moo Hur
    View author publications

    You can also search for this author in PubMed Google Scholar

  2. Tae-Won Moon
    View author publications

    You can also search for this author in PubMed Google Scholar

  3. Hanna Kim
    View author publications

    You can also search for this author in PubMed Google Scholar

Corresponding author

Correspondence to Hanna Kim.

Ethics declarations

Conflict of interest

The authors declare that they have no conflict of interest.

Ethical approval

All procedures performed in the study involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 Declaration of Helsinki and its later amendments or comparable ethical standards.

Informed consent

Informed consent was obtained from all individual participants included in the study.

Additional information

Publisher's Note

Springer Nature remains neutral with regard to jurisdictional claims in published maps and institutional affiliations.

Rights and permissions

Reprints and permissions

About this article

Check for updates. Verify currency and authenticity via CrossMark

Cite this article

Hur, WM., Moon, TW. & Kim, H. When does customer CSR perception lead to customer extra-role behaviors? The roles of customer spirituality and emotional brand attachment. J Brand Manag 27, 421–437 (2020). https://doi.org/10.1057/s41262-020-00190-x

Download citation

  • Revised:

  • Published:

  • Issue Date:

  • DOI: https://doi.org/10.1057/s41262-020-00190-x

Keywords

Search

Navigation