Article2023

Breaking the mold with effective communication: how social initiatives enhance a brand's social perception and catalyze pro-environmental and purchase intentions

Mukul Dev Surira · K.A. Zakkariya · Muhammed Sajid

19 citations0/0 files storedAsia Pacific Journal of Marketing and Logistics

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Consumer Behavior in Brand Consumption and Identification Environmental Sustainability in Business Corporate Social Responsibility and Sustainability

Abstract

Purpose The purpose of this study is to fill the research gap by investigating the impact of brand social initiatives on both the warmth and competence dimensions of the brand, as well as examining the brand's potential to induce pro-environmental behavioral change among consumers. Design/methodology/approach The study employed a scenario-based survey design and surveyed 415 consumers in India. The data were analyzed using structural equation modeling (SEM) with SmartPLS 4.0. Findings The results show that social initiatives enhance both dimensions of social perception and increase cooperative intentions. Brand competence is more crucial than warmth in predicting behavioral intentions. Brand-cause fit, CSR commitment and initiatives' impact all influence the brand image. A brand's commitment to the cause is more significant than brand-cause fit in determining how consumers evaluate a brand. Practical implications This research provides insights into how social initiatives can enhance brand image and encourage helping intentions through effective communication traits. It can aid brands in building consumer trust, benefiting society and boosting finances. The study offers a framework for effective cause communication strategies, highlighting the importance of commitment to the cause over fitting with the brand's image to elicit desired responses. Originality/value This study is a novel attempt that uses the stereotype content model and costly signaling theory to explore how social initiatives influence a brand's warmth and competence and impact consumer behavior. It provides critical insights into the psychological mechanisms behind social initiatives' impact on consumer behavioral intentions.

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References

2003Common method biases in behavioral research: A critical review of the literature and recommended remedies.2018When to use and how to report the results of PLS-SEM 2015Common Method Bias in PLS-SEM 1986The Elaboration Likelihood Model of Persuasion 2002A model of (often mixed) stereotype content: Competence and warmth respectively follow from perceived status and competition.2010Signaling Theory: A Review and Assessment 2006Universal dimensions of social cognition: warmth and competence 2010Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication

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