Green CSR and brand attitude : the role of stereotype content model

Abstract

This study examines the efficacy of Corporate Social Responsibility motives (CSR-m) and Corporate Ability (CA) in developing Brand Attitude (BA) and Customer Loyalty (CL). A Stereotype Content Model (SCM), i.e., a concept of perception toward citizens of other countries in the warm and competence dimension, was used as a moderating variable that affects the relationship among CSR-m, CA, and BA. The survey was conducted in Jakarta, the capital city of Indonesia, in regard to two global brands: Coca-Cola and Toyota. The 173 respondents were customers of those two brands. The data were analyzed with factor analysis, multiple regression, and t-independent tests. The results revealed differences between these two global brands, which have a direct impact on CSR-m on BA but with different motives. Also, it was revealed that SCM moderates the influence of CSR-m toward BA. The implication of this study is CSR-m enhanced BA; therefore, companies must properly choose and manage their type of CSR to increase business performance.