Brand awareness and relationship intention: the moderating role of perceived corporate social responsibility dimensions

Purpose Using a hierarchical component model conceptualization, this study aims to investigate the moderating role of perceived corporate social responsibility (CSR) dimensions (i.e., economic, environmental and social) on the impact of brand awareness towards consumer relationship intention. Design/methodology/approach This study used a two-stage disjoint approach of partial least squares structural equation modeling using data from 325 respondents based in a Southeast Asian region. The case of ecolabel brands was chosen as the context of the investigation. Findings The results suggest that brand awareness and perceived CSR dimensions positively impact consumer relationship intention. It was also observed that perceived CSR dimensions moderate the relationship between brand awareness and relationship intention. Consumers with more favorable sentiments of economic, environmental and social dimensions as reflected by the firms' CSR programs exhibit a higher degree of relationship intention. Research limitations/implications Using the stakeholder theory as well as the brand value chain framework, this study adds to the literature regarding the significance of perceived CSR dimensions to better build and maintain relationships with the targeted customers of an environmentally friendly product. CSR strategies should be emphasized for relevant companies in terms of the economic, environmental and social aspects. According to this research, customer views about the three CSR initiative characteristics may act as a moderator in the interactions between consumer awareness and relationship intention. Practical implications CSR may be utilized in addition to traditional marketing communication to represent the firm's unique value proposition in the market. It is vital to create a CSR program that combines economic, environmental and social factors. Firms may collaborate with various stakeholders to ensure that their CSR initiatives include three elements. Originality/value This study adds to the literature on the moderating role of perceived CSR dimensions on the relationship of consumer brand awareness and relationship intention using the theoretical lens of the stakeholder theory and the brand value chain.