TY - JOUR
T1 - Harmonious CSR and sustainable branding
T2 - evaluating the moderating role of corporate reputation and SDGs in shaping consumer trust in digital advertising
AU - Singh, Kuldeep
AU - Chaudhuri, Ranjan
AU - Chatterjee, Sheshadri
AU - Vrontis, Demetris
AU - Yildiz, Helene
N1 - Publisher Copyright:
© 2024 Advertising Association.
PY - 2024
Y1 - 2024
N2 - 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.
AB - 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.
KW - consumer trust
KW - corporate reputation
KW - Digital advertising
KW - harmonious CSR
KW - SDG
KW - sustainable branding
UR - http://www.scopus.com/inward/record.url?scp=85210164954&partnerID=8YFLogxK
U2 - 10.1080/02650487.2024.2432236
DO - 10.1080/02650487.2024.2432236
M3 - Article
AN - SCOPUS:85210164954
SN - 0265-0487
JO - International Journal of Advertising
JF - International Journal of Advertising
ER -