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

Kuldeep Singh, Ranjan Chaudhuri, Sheshadri Chatterjee, Demetris Vrontis, Helene Yildiz

    Research output: Contribution to journalArticlepeer-review

    Abstract

    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.

    Original languageEnglish
    JournalInternational Journal of Advertising
    DOIs
    Publication statusAccepted/In press - 2024

    Keywords

    • consumer trust
    • corporate reputation
    • Digital advertising
    • harmonious CSR
    • SDG
    • sustainable branding

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