Original paper
Specificity of CSR Ties That (Un)Bind Brand Attachment
Volume: 31, Issue: 1, Pages: 71 - 80
Published: Aug 6, 2021
Abstract
Corporate social responsibility (CSR) influences brand personality, trust, firm attitudes, and purchase intentions. Yet, little attention has been paid to its effects on brand attachment. This study integrated message specificity, self-identity, and attachment theories to explain how socially responsible communication can be used to influence brand attachment. We show that CSR boosted brand attachment when messages contained specific (rather...
Paper Details
Title
Specificity of CSR Ties That (Un)Bind Brand Attachment
Published Date
Aug 6, 2021
Volume
31
Issue
1
Pages
71 - 80
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Notes
History