The Impact of Corporate Social Responsibility,Moral Emotions, and Customers’ Altruism on Brand Advocacy Behaviors: Evidence from Vietnam

Abstract

Corporate Social Responsibility has emerged as one of the most important practices driving corporate success, owing to its impact on customers’ moral emotions, which subsequently affects customers’ behavior, such as brand advocacy. From the Vietnamese dairy industry context, this study investigates the role of moral emotions, such as admiration, gratitude, elevation, and trust, in the relationship between CSR and consumers’ brand advocacy. The study also analyzes altruism’s moderating effect on the link between CSR and moral emotions. To achieve these two objectives, the study surveyed 298 respondents and employed structural equation modeling for analysis. The findings demonstrate the positive influences of CSR on moral emotions, which in turn positively affect brand advocacy. Additionally, the study demonstrates the mediating effects of admiration, gratitude, and elevation on the relationship between CSR and brand advocacy behaviors, as well as the altruism’s positive moderating effect on the relationship between CSR and elevation. Finally,various implications have been presented based on the study’s results.