An examination of consumer behavior towards the corporate social irresponsibility of authentic brands, considering the moderating role of consumer ethnocentrism

Articles in Press

Document Type : Original Article

Authors

1 Graduate School of Management and Economics, Sharif University of Technology, Tehran, Iran

2 Graduate School of Management and Economics, Sharif University of Technology, Tehran

Abstract

Corporate social irresponsibility refers to unethical or illegal behaviors by brands that harm consumers. Such harmful actions can lead to financial losses and damage the brand's reputation. The primary aim of this research is to examine the impact of brand authenticity during instances of corporate social irresponsibility and the role of consumer ethnocentrism as a moderator in this effect. In this assessment, brand forgiveness is highlighted as the most significant consumer behavior and acts as a mediator.The research was designed as an experiment based on two scenarios: one involving an authentic brand and the other a non-authentic brand. Data was collected through non-probability sampling via questionnaires distributed among residents of Tehran, resulting in a total of 193 valid responses. For data analysis, SPSS software and the PROCESS macro add-on were utilized.The findings indicate that during instances of corporate social irresponsibility, authentic brands lead to higher levels of brand forgiveness compared to non-authentic brands, which in turn reduces negative word-of-mouth and brand avoidance. Brand forgiveness serves as a mediator in the relationship between brand authenticity (authentic vs. non-authentic) and negative word-of-mouth and brand avoidance. Additionally, consumer ethnocentrism positively moderates the relationship between brand authenticity and brand forgiveness.

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Journal of International Business Administration

Articles in Press, Accepted Manuscript
Available Online from 24 November 2024

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History

  • Receive Date: 12 September 2024
  • Revise Date: 10 November 2024
  • Accept Date: 24 November 2024

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