Purpose

The study investigates the impact of corporate social responsibility (CSR) domain on millennials' brand relationship quality (BRQ). It also attempts to understand how the relationship between CSR domain and millennials' BRQ is moderated by consumer moral foundation and skepticism.

Design/methodology/approach

The study employed a 2 (CSR domain: individual versus group) × 2 (moral foundation: individualizing versus binding) × 2 (consumer skepticism: high versus low) between-subjects experimental design. MANCOVA was performed to examine the hypothesis.

Findings

The results show that group domain CSR practices have more impact on millennials' BRQ compared to individual domain CSR practices. The findings also reported the moderating effect of skepticism and consumer moral foundation in influencing the relationship between CSR domain and millennials' BRQ.

Research limitations/implications

As the study was conducted in India, the findings are not generalizable to customers from other countries.

Practical implications

Practically, the findings will help marketers in designing their CSR practices to enhance BRQ among millennials.

Originality/value

The study has considered CSR as a heterogeneous action (CSR domain: individual versus group-oriented) and measured its impact on millennials' BRQ. The study is the first of its kind to examine the impact of CSR domain (heterogenous CSR action) on millennials' BRQ (BRQ as a multi-dimensional construct) in services industry, specifically for the banks. This study enriches bank marketing literature by adding a new CSR perspective.

中文翻译：

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了解企业社会责任领域对品牌关系质量的影响

目的

该研究调查了企业社会责任（CSR）域对千禧一代的品牌关系质量（BRQ）的影响。它还试图了解如何通过消费者的道德基础和怀疑来缓解CSR领域与千禧一代的BRQ之间的关系。

设计/方法/方法

该研究在受试者之间进行了2个（CSR域：个人与组）×2（道德基础：个性化与约束力）×2（消费者怀疑论：高与低）之间的实验设计。进行MANCOVA检验假设。

发现

结果表明，与单个域的CSR行为相比，组域的CSR行为对千禧一代的BRQ的影响更大。研究结果还报告了怀疑论和消费者道德基础对影响企业社会责任领域与千禧一代BRQ之间关系的调节作用。

研究局限/意义

由于研究是在印度进行的，因此调查结果无法推广到其他国家/地区的客户。

实际影响

实际上，这些发现将有助于营销人员设计他们的CSR做法，以增强千禧一代的BRQ。

创意/价值

该研究已将企业社会责任视为一种异质行为（企业社会责任领域：个人与面向群体），并衡量了其对千禧一代BRQ的影响。这项研究是首次探讨CSR域（异质CSR行为）对服务业特别是银行业千禧一代的BRQ（BRQ作为多维结构）的影响。这项研究通过添加新的CSR观点丰富了银行营销文献。