How CSR communication and value co-creation shape consumer well-being and brand love in the post-COVID-19 pandemic: evidence from the UK

Article


Chang, S. and Berwanger, G. 2024. How CSR communication and value co-creation shape consumer well-being and brand love in the post-COVID-19 pandemic: evidence from the UK. Corporate Communications: An International Journal. https://doi.org/10.1108/CCIJ-03-2023-0042
TypeArticle
TitleHow CSR communication and value co-creation shape consumer well-being and brand love in the post-COVID-19 pandemic: evidence from the UK
AuthorsChang, S. and Berwanger, G.
Abstract

Purpose – Drawing upon the Service-Dominant Logic (S-D Logic) and Elaboration likelihood model (ELM), this paper provides an integrative model to investigate how argument quality and source credibility of CSR communication affects customer value co-creation behavior, resulting in increased brand trust. Additionally, it unveils how brand trust and the perception of COVID-19 risk influence both brand love and subjective well-being.

Design/methodology/approach – The data of this study was collected through survey questionnaire from 304 coffee shop customers using convenience sampling and tested using the partial least squares structural equation modeling technique to validate its model.

Findings – The research findings confirm the positive association between source credibility and customer value co-creation (i.e. customer participation and citizenship behavior). By contrast, argument quality is revealed to have a significantly positive effect on customer citizenship behavior but a non-significant effect on customer participation behavior. Additionally, the study identifies that customer value co-creation behaviour significantly promotes brand trust. Finally, findings indicate that brand trust and the perception of COVID-19 risk significantly influence brand love and subjective well-being.

Originality /value – This study contributes to the literature on CSR communication and S-D Logic and provides new insights for marketers and advertisers to manage brands in the post-pandemic scenario through CSR communications. Furthermore, this study theoretically extends the ELM model to the CSR communication research. Finally, this study expands the relevant literature by clarifying the relationships between the perception of COVID-19 risk, brand love and subjective well-being.

KeywordsCSR Communication; Elaboration likelihood model; Customer Value Co-creation Behavior; COVID-19; Brand love; Well-being
Sustainable Development Goals3 Good health and well-being
Middlesex University ThemeHealth & Wellbeing
PublisherEmerald
JournalCorporate Communications: An International Journal
ISSN1356-3289
Publication dates
Online11 Sep 2024
Publication process dates
Accepted22 Aug 2024
Deposited23 Aug 2024
Output statusPublished
Accepted author manuscript
License
File Access Level
Open
Copyright Statement

This author accepted manuscript is deposited under a Creative Commons Attribution Non-commercial 4.0 International (CC BY-NC) licence. This means that anyone may distribute, adapt, and build upon the work for non-commercial purposes, subject to full attribution. If you wish to use this manuscript for commercial purposes, please contact permissions@emerald.com.

Digital Object Identifier (DOI)https://doi.org/10.1108/CCIJ-03-2023-0042
LanguageEnglish
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