Research On The Impact Of Perception Of CSR On Consumer Brand Evangelism Behavior

The assumption of corporate social responsibility has the ability to provide consumers with secure and high-quality products and services.Consequently,consumers develop favorable sentiments and reliance towards the company’s products.This holds particular significance for the development of the corporate brand.In the process of exercising or fulfilling corporate social responsibility(CSR)correctly,companies not only improve the well-being of the whole society,but also enhance their own interests.Brand evangelism is the higher state of brand relationship management.Although brand evangelists account for a very small part of the population,they have great influence and are fervently loyal to their favorite brands.By fulfilling their social responsibility,food brands can win the trust and favor of consumers,and then form brand evangelism,which is the key to the success of food brands.As a reflection of the degree of fulfillment of corporate social responsibility,consumers can influence their brand evangelism by perceiving whether the company is altruistic in the process of undertaking social responsibility.Therefore,the focus of this thesis is on how the perception of corporate social responsibility in the food industry affects brand evangelism,and the findings of the study are as follows.Consumer responsibility in the perception of corporate social responsibility(CSR)can positively affect all dimensions of brand evangelism;Environmental protection responsibility has a positive impact on brand defenders,and environmental protection responsibility has no significant impact on brand supporters;Social support responsibility has a positive impact on brand supporters,and social support responsibility has no significant impact on brand defenders.(2)All dimensions of perception of corporate social responsibility(CSR)have a significant and positive impact on all dimensions of brand trust and brand reputation.(3)Brand reputation has a significant and positive impact on brand evangelism.(4)In brand trust,brand reliability has no significant impact on all dimensions of brand evangelism,and brand behavior intention has a positive impact on all dimensions of brand evangelism.(5)Consumer brand reputation and brand trust play an intermediary role in the impact of perception of corporate social responsibility(CSR)on brand evangelism.(6)Perceived altruistic attribution can positively regulate the impact of consumer responsibility,environmental protection responsibility and social support responsibility on brand supporters;Perceived altruistic attribution has no significant moderating effect on the impact of consumer responsibility and environmental protection responsibility on brand defenders,and has a significant moderating effect on the impact of social support responsibility on brand defenders.Therefore,food companies should enhance consumers’ perception of corporate social responsibility(CSR)behavior,cultivate altruistic consciousness by enhancing consumers’ brand trust and brand reputation,and finally realize the purpose of converting consumers into brand evangelists.