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Doing good does not always lead to doing well: the corrective, compensating and cultivating goodwill CSR effects on brand defense

Abstract: This study investigated the relative impacts of three corporate socialresponsibility (CSR) types - namely corrective, compensating andcultivating CSR - on brand defense by considering customer-company´s(C-C´s) identification mediation role and CSR authenticity´s moderationrole in these relationships. A between-subject experiment wasconducted on 573 coffee shop customers in the United States. Thefindings revealed corrective CSR is the strongest brand defensepredictor, followed by compensating and cultivating CSR. The CSRtypes´ relative effects are mediated by C-C identification, and as such,compensating CSR´s indirect effects on brand defense through C-Cidentification are stronger than cultivating CSR´s indirect effects onbrand defense. When the CSR authenticity level is high, cultivating CSRhas a significant indirect effect - through C-C identification - on branddefense that is stronger than when the CSR authenticity level is low.When the level is high, compensating CSR has an insignificant indirecteffect - through C-C identification - on brand defense, similar to whenthe level is low. Finally, findings on moderated mediation revealed theindirect relationship between the three CSR types on brand defense -through C-C identification - is moderated by CSR authenticity.

 Fuente: Current Issues in Tourism, 2023, 26(20), 3397-3410

 Editorial: Taylor and Francis Ltd.

 Año de publicación: 2023

 Nº de páginas: 14

 Tipo de publicación: Artículo de Revista

 DOI: 10.1080/13683500.2022.2139225

 ISSN: 1368-3500,1747-7603

 Proyecto español: PID2020-113469GB-I00

 Url de la publicación: https://doi.org/10.1080/13683500.2022.2139225