Customer brand co-creation behavior and brand sincerity through CSR interactivity: The role of psychological implications in service-dominant logic

Although the CSR literature has examined the effect of CSR on a variety of brand, values and customer attitude, limited attention has been paid to investigate whether, going in for CSR activities can benefit brands to enhance customer brand co-creation, behaviors (CBCB), and the effect of customer’s self-efficacy and emotional brand, attachment on CBCB. To address this research gaps, this study was conducted in the, chain restaurant context considering its increasing efforts to integrate businesses into, CSR issues. This study recruited 468 participants through MTurk, and conducted, SEM to examine the hypothesized relationships. Findings reveal that customers’, perceived CSR interactivity on social media positively influences CBCB and, consequently, brand sincerity; perceived CSR interactivity positively affects CBCB, through self-efficacy and emotional brand attachment, and customers’ psychological implications can be manipulated depending on their sense of power • Perceived CSR interactivity on social media positively influences CBCB. • CBCB positively influences brand sincerity. • The positive effect of perceived CSR interactivity on CBCB through self-efficacy and emotional brand attachment. • Sense of power moderates the effect on self-efficacy and emotional brand attachment.