Can CSR foster brand defense? A moderated-mediation model of the role of brand passion

Abstract

This paper seeks to understand whether and how perceived retailers’ CSR can reinforce brand defense behavior by customers. Building on signaling theory, the paper proposes that CSR programs signal brands’ good nature, reinforcing brand defense both directly and indirectly through brand passion. The paper proposes and tests a research model based on survey data from UK supermarkets, using structural equation modeling and moderated-mediation analysis. Findings indicate that brand passion mediates the impact of perceived CSR on brand defense but that CSR perceptions have an equally important direct impact on defense. Ethical ideologies play a key role in this process as consumer idealism positively moderates the CSR-passion-defense relationship, whereas egoism negatively moderates it. Another moderator, consumer thinking styles, is partially corroborated, as experiential thinking positively moderates the CSR-passion-defense relationship, whereas the moderating effect of rational thinking is not significant.