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Corporate social responsibility (CSR) has become increasingly prevalent in recent decades, as companies have realised that alongside profit-making, contributing to the betterment of society is essential for long-term success. Existing research has analysed the impact of CSR on corporate image and customer loyalty, whereas few scholars have investigated the effect of philanthropic CSR adoption on consumer behaviour in the marketplace, particularly volunteerism. Previous studies have proposed that CSR practices engender positive consumer behaviours and attitudes towards a brand. However, the underlying psychological mechanisms and boundary conditions shaping these outcomes remain poorly understood, particularly for philanthropic CSR. Most importantly, there is a gap in the literature on financially troubled firms, because most companies that engage in CSR are well managed. Few attempts explore how financially distressed firms engage in CSR as a strategy to enhance brand reputation and consumer support.<\/p>\n
findings demonstrate that consumers\u2019 perceptions of philanthropic CSR significantly influence customer citizenship behaviour, both directly and indirectly, through CSR support and corporate reputation. Mediation analyses show that brands can boost consumer support and reputation through their involvement in philanthropic CSR initiatives, which in turn encourages enhanced consumer citizenship. The moderating effects reveal that brand preference and CSR-brand fit play nuanced roles in moderating the impact of CSR initiatives. Although brand preference weakens the relationship between CSR perceptions and corporate reputation, it reduces the impact of CSR support and corporate reputation on customer citizenship behaviour. The negative moderating effect of CSR-brand fit suggests that a disconnect between CSR activities and the brand\u2019s identity may bolster the relationship between CSR perceptions and consumer support rather than weaken it. Brand preference does not significantly moderate the relationship between consumers\u2019 perceptions of philanthropic CSR and their support for CSR initiatives.<\/p>\n
The methodology used in this study was a survey. Using consecutive sampling techniques, the questionnaire used the sports brand Hongxing Erke as the brand context. Those who had experience buying sports products were eligible for inclusion in this study. To guarantee the reliability and validity of the research outcomes, all surveys were translated into Chinese, and the items were used as feasible. All participants provided informed consent prior to beginning the survey, and participation was entirely voluntary and anonymous. In total, 395 valid survey responses were remained.<\/p>\n
This study makes a substantive contribution to the crisis management field that has been insufficiently examined by assessing the importance of CSR during operational distress. Most previous works analysed the benefits of CSR to strong firms regarding reputation, but this study illustrates that CSR is a distressed brand\u2019s \u201ccrisis catalyst\u201d. Brands that take CSR outside of the context of a benevolent activity can tap into a state of financial desperation and equate it with a moral flag-waving exercise. For instance, Hongxing Erke\u2019s \u201cbankruptcy donation\u201d story allowed the company to leverage sympathy as a negative publicity coin and consequently turned its financial collapse into victory. Managers may develop more effective CSR strategies by focusing on the social and consumer marketing aspects of corporate philanthropy. For financially distressed brands, CSR is more than just a means to enhance their reputation; it is also a tool to mobilise consumers. Managers can transform CSR into a strategic tool for long-term recovery and growth by emphasising low-fit initiatives and sacrificial narratives while engaging consumers directly. These findings fundamentally restructure the role of CSR within the context of brand management and provide a pathway for turning a firm\u2019s weaknesses into positive consumer engagement.<\/p>\n
First, this study use a single sports brand, which skews a particular cultural context, further research should include multiple cases within different cultures and industries.<\/p>\n
The second limitation stems from the fact that the current study used a cross-sectional design. Longitudinal research may provide better insight into the impact of philanthropic CSR initiatives on consumer behaviour over time. This study focuses solely on philanthropic CSR. Therefore, the different impacts of various CSR initiatives should be explored. Ultimately, other potential moderators of the relationship between the consumers\u2019 understanding of CSR and purchasing behaviour may include certain consumer values, psychological variables (e.g. personality), and competitive context. With these additional dimensions, a more holistic understanding of consumers\u2019 responses to CSR initiatives can be achieved.<\/p>\n
This study provides important insights to help managers utilise corporate social responsibility to maintain consumer trust and brand equity despite financial constraints. By examining the unique dynamics of philanthropic CSR in the context of a financially distressed brand, this study not only confirms but also broadens the application of previous theories.<\/p>\n
\u203b1\u3000Philanthropic Corporate Social Responsibility (PCSR)<\/p>\n
Philanthropic CSR is the voluntary provision of cash or other resources assets to the community through private firms for public benefit.<\/p>\n
\u203b2\u3000 Customer citizenship behaviour (CCB)<\/p>\n
Voluntary and discretionary behaviors that help the service organization overall but are not necessary for the successful production or delivery of the service.<\/p>\n
\u203b3\u3000 Brand preference (PRE)<\/p>\n
The tendency to select a product or service over similar ones that are priced and featured as rich.<\/p>\n
\u203b4\u3000 Corporate social responsibility-brand fit (FIT)<\/p>\n
The synergy between a brand\u2019s CSR activities and its core brand attributes, such as values, products, or services.<\/p>\n
\u96d1\u8a8c\u540d\uff0fJournal\uff1aJournal of Product & Brand Management<\/p>\n
\u8ad6\u6587\u540d\uff0fTitle\uff1aTurning loss into gain: how distressed brand\u2019s philanthropic corporate social responsibility drives customer citizenship<\/p>\n
\u57f7\u7b46\u8005\u540d\u30fb\u6240\u5c5e\u6a5f\u95a2\u540d\uff0fAuthors and Affiliated Organisation\uff1aYuchen Zhang (Graduate School of Sport Sciences, Waseda University), Tingyu Hou (Graduate School of Sport Sciences, Waseda University), and Hirotaka Matsuoka (Faculty of Sport Sciences, Waseda University)<\/p>\n
Department of Sport Sciences, Waseda University, Tokyo, Japan<\/p>\n
Publishment Date\uff08Local Time\uff09\uff1a3 June 2025<\/p>\n
Publishment Date\uff08Japan Time\uff09\uff1a3 June 2025<\/p>\n
\uff08\u30aa\u30f3\u30e9\u30a4\u30f3\u63b2\u8f09\u306e\u5834\u5408\uff0fFor online publication\uff09<\/p>\n
URL\uff1ahttps:\/\/www.emerald.com\/insight\/content\/doi\/10.1108\/jpbm-11-2024-5587\/full\/html<\/a><\/p>\n