Vol. 12 No. 1 (2024): Business & Management Studies: An International Journal
Articles

The mediating role of brand love in the effect of corporate social responsibility perception on brand fidelity

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  • Emine Anık,
  • Mehmet Tığlı
Emine Anık
Lect., T.C. İstanbul Kültür University, İstanbul, Türkiye
Mehmet Tığlı
Prof. Dr., T.C. Marmara Üniversitesi, İstanbul, Türkiye,
DOI: https://doi.org/10.15295/bmij.v12i1.2354

Published 2024-03-25

Keywords

  • Algılanan Kurumsal Sosyal Sorumluluk, Marka Vefası, Marka Aşkı
  • Perceived Corporate Social Responsibility, Brand Fidelity, Brand love

How to Cite

Anık, E., & Tığlı, M. (2024). The mediating role of brand love in the effect of corporate social responsibility perception on brand fidelity. Business & Management Studies: An International Journal, 12(1), 161–175. https://doi.org/10.15295/bmij.v12i1.2354

Copyright (c) 2024 Emine Anık- Mehmet Tığlı

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

Abstract

Today, the widespread adoption of information technologies and the competition among brands has led to the emergence of a consumer profile that is information-focused and constantly evolving. With their changing expectations, new consumers have begun to care about intangible values ​​ ​​in their brand preferences. Brands have also turned to work for the benefit of society in order to receive their positive support and establish strong relationships. These studies, which appear as corporate social responsibility (CSR) in the literature, have begun to be used as marketing strategies. When the literature is examined, it is seen that CSR positively affects consumers' cognitive, behavioural and emotional reactions to brands. In this context, this study aims to reveal the effect of CSR perception on brand fidelity, a new concept in the literature, and the mediating role of brand love. The study evaluated data collected from 509 ultimate consumers shopping from e-commerce brands using the Smart PLS program. As a result of the analyses, it was determined that the perception of CSR had a significant impact on brand fidelity and that brand love had a partial mediating role in this relationship.

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