Harmonious CSR and sustainable branding: evaluating the moderating role of corporate reputation and SDGs in shaping consumer trust in digital advertising

被引：1

作者：

Singh, Kuldeep ^{[1
]}

Chaudhuri, Ranjan ^{[2
]}

Chatterjee, Sheshadri ^{[3
]}

Vrontis, Demetris ^{[4
,5
,6
]}

Yildiz, Helene ^{[7
]}

机构：

[1] Gati Shakti Vishwavidyalaya, Vadodara, Gujarat, India

[2] Leonard de Vinci Pole Univ, Res Ctr, Courbevoie, France

[3] Indian Inst Technol Kharagpur, Kharagpur, India

[4] Univ Nicosia, Gnosis Mediterranean Inst Management Sci, Sch Business, Nicosia, Cyprus

[5] Lebanese Amer Univ, Adnan Kassar Sch Business, Dept Management Studies, Beirut, Lebanon

[6] S P Jain Sch Global Management, Singapore City, Singapore

[7] Univ Lorraine, IUT Longwy, Digital Mkt Strategy, Nancy, France

来源：

INTERNATIONAL JOURNAL OF ADVERTISING | 2024年

关键词：

Digital advertising; harmonious CSR; sustainable branding; consumer trust; corporate reputation; SDG; SOCIAL-RESPONSIBILITY CSR; MEDIATING ROLE; CUSTOMER LOYALTY; PLS-SEM; PERFORMANCE; IMPACT; GREEN; FIRM; IDENTIFICATION; PERSPECTIVE;

D O I：

10.1080/02650487.2024.2432236

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

This study examines the relationship between harmonious CSR and consumer trust in digital advertising. Furthermore, supported by the literature, we address the moderating effect of corporate reputation and alignment with Sustainable Development Goals (SDGs) on the association between sustainable branding and consumer trust and propose sustainable branding as the mediator between harmonious CSR and consumer trust. These identified factors are presented in a conceptual framework, specifically focusing on three dimensions of harmonious CSR: education, community engagement, and livelihood initiatives. The relationships are analysed and validated with Partial Least Squares Structural Equation Modelling (PLS-SEM), finding that CSR actions favourably impact on sustainable branding, thus enhancing consumer trust in digital advertising. The findings support both academic and practical aspects of CSR and branding research. The study provides insights on the precise mechanisms by which harmonious CSR establishes sustainable branding. Furthermore, it demonstrates that aligning with SDGs is a strategic way to favourably influence sustainable branding on consumer trust in digital advertising.

引用

页数：25