The effects of creating shared value (CSV) on the consumer self–brand connection: Perspective of sustainable development

Abstract

The purpose of this study is to shed light on the self–brand connection by analyzing two relationships: first, the effects on the self–brand connection of the association in a consumer's mind between the corporate strategy known as creating shared value (CSV) and brands that deploy this strategy; second, the effects on the self–brand connection of the association between corporate competence and brands. The paper examines whether the authenticity with which a firm deploys the CSV strategy (and markets products that are perceived as authentic) has a positive effect on the formation of self–brand connections among consumers. A company that manufactures eco‐friendly products and implements a CSV strategy as a means of managing its operations ethically was chosen as the research subject. A total of 1500 consumers participated in the survey. The study found that consumers' perceptions of the associations of CSV and corporate competence with the brand under study are closely related to the self–brand connection. Such associations can also generate self‐identification with a brand as well as brand loyalty. The authenticity of CSV activity and related products was found to play a critical role in the formation of consumer attitudes such as perception of sustainable development.

The Role of Ethical Marketing Issues in Consumer-Brand Relationship

“…The terms of loyalty is applied in diverse situations; therefore, the definition of loyalty differs depending on the situation. Recent studies of loyalty have used "a behavioral index, an attitudinal index, or a combined index incorporating behavioral, attitudinal, and cognitive aspects according to the nature of the research" [54][55][56]. From a behavioral perspective, loyalty can be determined only by purchase behavior with a focus on the outcome of such behavior.…”

“…From a behavioral perspective, loyalty can be determined only by purchase behavior with a focus on the outcome of such behavior. Brand loyalty is defined as "the likelihood of a customer repurchasing a certain product or service or recommending it to others; it is argued that customer loyalty results in continuous purchase behavior" [54][55][56][57][58]. For some scholars, brand loyalty refers to "a deeply held dispositional commitment that induces users to resist situational influences and marketing efforts that might have the potential to cause brand-switching behavior" [55,59].…”

The impact of creating shared value on hotels online reputation

“…The CSV strategy has important implications on companies' competitivity, on their behavior toward consumers and both the company's value and performance (Jin, 2018). Research carried out by Awale and Rowlinson (2014) on CSV effects on company competitivity has shown that CSV increases company competitivity through the improvement of its business and social conditions, an idea already brought to light by Porter and Kramer (2011).…”

Give or take? Consumers' ambivalent perspectives on the relationship between a firm's corporate social responsibility engagement and its responsible tax payments

“…Authenticity is defined as "being genuine, real and true, instead of being fake, untruthful or hypocritical" (Jin, 2018(Jin, , p. 1249). Authenticity is defined as "being genuine, real and true, instead of being fake, untruthful or hypocritical" (Jin, 2018(Jin, , p. 1249).…”

“…The present study proposes that the positive halo effect of CSR engagement on perceived RTP is more pronounced the more consumers perceive firms' CSR engagement to be authentic and intrinsically motivated. Authenticity is defined as "being genuine, real and true, instead of being fake, untruthful or hypocritical" (Jin, 2018(Jin, , p. 1249). In the case of internal CSR engagement, which is focused on intraorganisational stakeholders and implies direct relationships between CSR engagement and the companies' processes and products and is thus less likely to produce moral capital (Godfrey, Merrill, & Hansen, 2009), sceptical inferences that might negatively influence the perceived tax behaviour are less likely to occur.…”