The Effects of CSV on Brand Equity and Attitude: Moderating Effect of Ethical Consumerism

The Effects of CSV on Brand Equity and Attitude: Moderating Effect of Ethical Consumerism

Purpose – This study verifies the relationship of the authenticity and the fit of CSV activities on brand equity, brand attitude, and purchase intention. The moderating effect by the ethical consumerism was also verified. Research design, data, and methodology – In order to carry out the purpose of this study, 388 survey data were used. Statistic programs, SPSS 18.0 and AMOS 20.0 were used to analyze the data. Results – It was found that the authenticity and the fit of CSV activities had a positive effect on brand equity. However, the fit of CSV activities did not have any positive effect on brand attitude directly. To bring out the optimal brand attitude and purchasing intention from operating the CSV activities, the corporation must recognize the consumers who possess high ethical consumerism and perform suitable marketing strategies. Conclusions – The results of this study show that when establishing positive brand attitude by operating CSV activities, the corporation must put an effort to show the authenticity of the activity. Additionally, to establish brand equity, brand attitude and purchasing intention, corporation must recognize the consumers with high/low ethical consumerism in order to bring out the optimal brand attitude and purchasing intention by operating the CSV activities.