Corporate Social Responsibility Reloaded: The Role of Affective and Cognitive Mechanism

Although corporate social responsibility(CSR) and corporate performance outcomes have been extensively studied in marketing research, there are few researches that exhibit the comprehensive relationship between these important concepts in marketing. This study aims to explore the integrated relationships between corporate social responsibility and various corporate performance outcomes. In particular, this study focuses on the impact of perceived corporate social responsibility activities on corporate performance outcomes in terms of brand equity, satisfaction and loyalty. To show the integrated relationship, these researchers used three mediating variables as mechanisms. The first mediating variables are perceived reciprocity, gratitude, and customer cynicism. The second mechanism presented the reputation of the entity. And we present a cognitive mechanism that includes trust and commitment as the third mechanism. As a result, this study presented a new developmental integration model for the corporate social responsibility activities (CSRs) and proposed a conceptual framework that provides a new comprehensive view of the social responsibility activities (CSRs) of the family business with existing research results.