Can CSR foster brand defense? A moderated-mediation model of the role of brand passion

Abstract

This paper seeks to understand whether and how perceived retailers’ CSR can reinforce brand defense behavior by customers. Building on signaling theory, the paper proposes that CSR programs signal brands’ good nature, reinforcing brand defense both directly and indirectly through brand passion. The paper proposes and tests a research model based on survey data from UK supermarkets, using structural equation modeling and moderated-mediation analysis. Findings indicate that brand passion mediates the impact of perceived CSR on brand defense but that CSR perceptions have an equally important direct impact on defense. Ethical ideologies play a key role in this process as consumer idealism positively moderates the CSR-passion-defense relationship, whereas egoism negatively moderates it. Another moderator, consumer thinking styles, is partially corroborated, as experiential thinking positively moderates the CSR-passion-defense relationship, whereas the moderating effect of rational thinking is not significant.

Appendices

Appendix 1

Formula and AMOS estimand script for testing moderated-mediation

The following formula from Edwards and Lambert (2007) gives the coefficient of the indirect effect at different values of the moderator:

$$({\text{a}} + {\text{d}}*{\text{Z}})*{\text{b}}$$

where:

“a” is the coefficient for the relationship from the independent variable to the mediator;

“b” is the coefficient for the relationship from the mediator to the dependent variable;

“d” is the coefficient for the relationship from the interaction term (between the independent variable and a moderator) to the mediator;

and Z are high and low values of the moderator, typically one standard deviation above vs. below the mean.

The following is the estimand script in AMOS for one of our four moderators, to run with the bootstrap procedure:

Indirect_High_Idealism = $\left( {{\text{a}} + {\text{d3}}} \right)*{\text{b}}$.

Indirect_Low_Idealism = $\left( {{\text{a}} - {\text{d3}}} \right)*{\text{b}}$.

Difference_Indirect_Idealism= Indirect_High_Idealism - Indirect_Low_Idealism

In the present case:

“a” is the coefficient for CSR → brand passion;

“b” is the coefficient for brand passion → defense;

“d3” is the coefficient for CSR*Idealism → brand passion;

and Z values are + 1 and −1 given that the variables were standardized for the simple moderation procedure.