The impact of perceived corporate social responsibility on consumer happiness and brand admiration

dc.authoridTavşan, Nihat/0000-0001-7085-0893
dc.authoridTosun, Petek/0000-0002-9228-8907
dc.authorwosidTavşan, Nihat/HNP-1224-2023
dc.authorwosidTosun, Petek/AAM-9761-2021
dc.contributor.authorTosun, Petek
dc.contributor.authorTavsan, Nihat
dc.date.accessioned2023-10-19T15:11:45Z
dc.date.available2023-10-19T15:11:45Z
dc.date.issued2023
dc.department-temp[Tosun, Petek] Kadir Has Univ, Dept Business Adm, Istanbul, Turkiye; [Tavsan, Nihat] Piri Reis Univ, Dept Business Adm, Istanbul, Turkiyeen_US
dc.description.abstractPurposeThis study examines the effect of perceived corporate social responsibility (CSR) on consumer happiness and brand admiration as a consequence of consumer happiness. It suggests an original conceptual model that investigates perceived CSR, ethical consumption and hope as antecedents of consumer happiness.Design/methodology/approachThe study followed a quantitative approach. A face-to-face survey was conducted to examine the conceptual model. Data were analyzed with partial least squares structural equation modeling (PLS-SEM).FindingsHope and perceived CSR significantly influence consumer happiness. Consumer happiness is a significant antecedent of brand admiration. Although consumers' ethical position (idealism and relativism) is linked to ethical consumption, ethical consumption does not influence consumer happiness. Idealism and relativism are insignificant in moderating the perceived CSR-consumer happiness relationship.Practical implicationsBrands' CSR actions create a positive atmosphere and contribute to consumer happiness and brand admiration. Managers can emphasize happiness and hope in CSR programs to build stronger consumer relationships. CSR activities can be engaging for consumers regardless of their ethical consumption levels.Originality/valueAlthough CSR, consumer happiness and their impacts on consumer-brand relationships are crucial, previous studies mainly focused on the organizational perspective and employee emotions regarding CSR. This study focused on consumer happiness in the CSR context and tested a conceptual model that revealed the significant relationships between hope, perceived CSR, consumer happiness and brand admiration. It extended previous findings by showing the direct positive impact of perceived CSR on consumer happiness.en_US
dc.identifier.citation2
dc.identifier.doi10.1108/MD-10-2022-1441en_US
dc.identifier.issn0025-1747
dc.identifier.issn1758-6070
dc.identifier.scopus2-s2.0-85147413623en_US
dc.identifier.scopusqualityQ1
dc.identifier.urihttps://doi.org/10.1108/MD-10-2022-1441
dc.identifier.urihttps://hdl.handle.net/20.500.12469/5206
dc.identifier.wosWOS:000924800700001en_US
dc.identifier.wosqualityQ2
dc.khas20231019-WoSen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltden_US
dc.relation.ispartofManagement Decisionen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectSustainable ConsumptionEn_Us
dc.subjectMediating RoleEn_Us
dc.subjectEthicsEn_Us
dc.subjectHopeEn_Us
dc.subjectCsrEn_Us
dc.subjectPerceptionsEn_Us
dc.subjectBehaviorsEn_Us
dc.subjectEmotionsEn_Us
dc.subjectIndexesEn_Us
dc.subjectModelsEn_Us
dc.subjectSustainable Consumption
dc.subjectMediating Role
dc.subjectEthics
dc.subjectHope
dc.subjectCsr
dc.subjectConsumer happinessen_US
dc.subjectPerceptions
dc.subjectHopeen_US
dc.subjectBehaviors
dc.subjectCorporate social responsibilityen_US
dc.subjectEmotions
dc.subjectIdealismen_US
dc.subjectIndexes
dc.subjectRelativismen_US
dc.subjectModels
dc.subjectBrand admirationen_US
dc.titleThe impact of perceived corporate social responsibility on consumer happiness and brand admirationen_US
dc.typeArticleen_US
dspace.entity.typePublication
relation.isAuthorOfPublication16b42836-c12c-44fc-909d-a9e0b00bae60
relation.isAuthorOfPublication.latestForDiscovery16b42836-c12c-44fc-909d-a9e0b00bae60

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