Location: Home >> A Study on the Transmission Mechanism of Corporate Social Responsibility to Brand Attachment: A Test of The Moderating Effect of Moral Identity in the Smartphone Industry
With increasingly fierce competition in the smartphone market, how corporate social responsibility (CSR) activities influence consumers’ long-term brand attachment has become a common concern in both academia and industry. Existing research has largely focused on the direct effects of CSR, but has underexplored the transmission mechanisms and the moderating role of individual psychological factors. This paper, based on the smartphone industry, collects data through a questionnaire survey. Combining regression analysis with mediation tests, we explore the specific transmission pathways of CSR on brand attachment and examine the moderating effect of moral identity. The study finds that CSR indirectly enhances brand attachment by enhancing consumers’ emotional identification and trust. Furthermore, consumers with higher levels of moral identity are more positively responsive to CSR activities, further strengthening this transmission process. The communication effectiveness of some CSR practices, such as environmental initiatives, is significantly affected by differences in consumer perceptions, necessitating tailored strategies tailored to the characteristics of the target group. These findings provide practical insights for companies to optimize CSR resource allocation and enhance brand loyalty, while also complementing the theoretical value of moral identity in the field of responsible marketing.
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