Abstract

The present study assesses the relationship between the dimensions of perceived corporate social responsibility (PCSR) and consumer perceptions about a brand. The approach taken herein for PCSR is based on the sustain-centric paradigm. Under this model, PCSR comprises three dimensions: economic, social, and environmental. Accordingly, a system of 11 hypotheses embedded in a conceptual framework is proposed and empirically tested. Measurements for the constructs in the hypotheses are assessed using a structured questionnaire with 521 respondents. The participants evaluated the brands of two major companies in Mexico. Path structural equation modeling is used to test the hypotheses. The results show that, of the three dimensions of PCSR, only economic and social dimensions affect variables related to brand perceptions. The proposed model suggests an explanatory power over attitude toward a brand through firm credibility, brand identification, and perceived functional value. The results imply that consumers disregard firm environmental responsibility when evaluating brands despite growing social efforts attempting to encourage environmental consciousness.

摘要

本研究评估感知企业社会责任（PCSR）维度与消费者对品牌的感知之间的关系。本文针对 PCSR 采用的方法基于以维持为中心的范式。在这种模式下，PCSR 包括三个维度：经济、社会和环境。因此，提出了一个包含 11 个假设的系统，该系统包含在一个概念框架中并经过实证检验。使用结构化问卷对 521 名受访者进行评估，以评估假设中的结构。参与者评估了墨西哥两家主要公司的品牌。路径结构方程模型用于检验假设。结果表明，在 PCSR 的三个维度中，只有经济和社会维度影响与品牌认知相关的变量。所提出的模型通过坚定的信誉、品牌识别和感知的功能价值表明了对品牌态度的解释力。结果表明，尽管越来越多的社会努力试图鼓励环保意识，但消费者在评估品牌时却忽视了企业的环境责任。