CSR actions of companies in the corona crisis and brand equity: the role of brand credibility and emotional attachment

Document Type : Original Article

Authors

1 Department of management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran

2 Associate Professor of Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran

3 Assistant Professor of Department of Management, Faculty of Economics and Management, University of Tabriz, Tabriz, Iran

Abstract

e effect of customer emotional attachment to the brand on the special value of social media brands with the mediating role of brand credibility and the role of adjusting the company's social responsibility in the time of Corona. The statistical population selected for this study was users of social networks in Iran. Using the available random sampling method, 520 questionnaires were collected electronically with a five-point Likert scale. Structural equation modeling and SPSS and Smart PLS software were used to test the research hypotheses and data analysis. The results of statistical data and structural equation modeling showed that the customer's emotional attachment to the brand does not directly affect the eigenvalue of social media brands. The results also showed that corporate social responsibility moderates the relationship between customer emotional attachment to the brand on brand equity and also the relationship between brand credibility and brand equity. Social media should make investments that help build an emotional connection with a social media brand, as well as focus on their social responsibility.

Keywords

Main Subjects

References

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  • Receive Date: 11 July 2020
  • Revise Date: 09 September 2020
  • Accept Date: 13 September 2020

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