Purpose

This study aims to explore the effects of consumer resilience and brand familiarity on the relationship between corporate social responsibility (CSR) and consumer attitudes toward the company conducting CSR in places that have suffered from traumatic events such as natural or anthropogenic disasters and uncertainty of public health issue.

Design/methodology/approach

This study collected survey-based data from 194 participants who suffered from natural and anthropogenic disasters in the state of Texas. Path analysis was used to test each structural relationship among variables after verifying the reliability and validity of each variable. Analysis of variance was used to investigate the difference in resilience between the two groups.

Findings

This study verified that there is a positive relationship between CSR and consumer attitude. More importantly, the results show that both resilience and familiarity play an important role as a mediator in the relationship between CSR and attitudes. In particular, it tells us that a group with high resilience shows a higher possibility of having positive attitudes toward the company than another group having low resilience.

Originality/value

This study empirically tested the impacts of CSR, resilience and brand familiarity on building consumer attitudes. Furthermore, this study explored the effects of resilience and brand familiarity on the relationship between CSR and attitudes. Thus, this study was able to contribute to understanding the effects of CSR, resilience and familiarity on building a positive attitude in the specific settings, in terms of traumatic events, theoretically and practically.

中文翻译：

---

韧性和熟悉度对企业社会责任和消费者态度之间关系的影响

目的

本研究旨在探讨消费者弹性和品牌熟悉度对企业社会责任 (CSR) 与消费者对在遭受自然或人为灾难和公共卫生不确定性等创伤性事件的地方执行企业社会责任的公司的态度之间关系的影响。问题。

设计/方法/方法

这项研究收集了 194 名在德克萨斯州遭受自然和人为灾害的参与者的基于调查的数据。在验证各变量的信度和效度后，采用通径分析检验各变量之间的结构关系。方差分析用于调查两组之间弹性的差异。

发现

本研究证实企业社会责任与消费者态度之间存在正相关关系。更重要的是，结果表明，韧性和熟悉度在企业社会责任和态度之间的关系中都起着重要的中介作用。特别是，它告诉我们，一个高弹性的群体比另一个低弹性的群体表现出对公司抱有积极态度的可能性更高。

原创性/价值

本研究实证检验了企业社会责任、弹性和品牌熟悉度对建立消费者态度的影响。此外，本研究探讨了弹性和品牌熟悉度对企业社会责任和态度之间关系的影响。因此，本研究能够从理论上和实践上帮助理解企业社会责任、韧性和熟悉度对在特定环境中建立积极态度的影响，在创伤性事件方面。