Specificity of CSR Ties That (Un)Bind Brand Attachment

Fernanda M. Romano, Alua Devine, Liudmila Tarabashkina, Geoffrey Soutar, Pascale Quester

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


Corporate social responsibility (CSR) influences brand personality, trust, firm attitudes, and purchase intentions. Yet, little attention has been paid to its effects on brand attachment. This study integrated message specificity, self-identity, and attachment theories to explain how socially responsible communication can be used to influence brand attachment. We show that CSR boosted brand attachment when messages contained specific (rather than generic) information that fostered positive brand elaborations, but eroded it when specific information was interpreted negatively. This effect was present only when socially responsible engagement was personally relevant to consumers, pointing to significant variations in message effectiveness. CSR was also more effective when firms announced socially responsible support for the first time and less effective when firms already had a CSR track record, pointing to a ceiling effect.

Original languageEnglish
Pages (from-to)71-80
Number of pages10
JournalAustralasian Marketing Journal
Issue number1
Early online date6 Aug 2021
Publication statusPublished - Feb 2023


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