Is brand reputation a banner for social marketing? A social enterprise product consumption perspective

Abstract

Social enterprises (SEs) use various business models to pursue a balance between commercial profit and their social mission. This study uses quantitative and qualitative research methods to assess consumer purchasing decisions related to SEs and the impact of brand reputation on these decisions. Study 1 uses quantitative data to perform a multilevel analysis of consumer and corporate perspectives to examine the hypothesized relationships. We conduct study 2 to enable the robust generalization and further explanation of study 1's results by employing qualitative research. The results indicate that perceived contribution positively affects perceived behavioral control, while ethical self‐identity and product knowledge positively affect consumer attitudes. At the group level, brand reputation weakens the relationship between perceived contribution and perceived behavioral control; however, it strengthens the relationship between perceived risk and perceived behavioral control. These findings demonstrate that brand reputation is an important signal regarding SE products or services consumption and has significant implications for social marketing and brand strategy.