Can a “Sinful” Brand Be Loved? Examining Corporate Evaluations and CSR Domain Perceptions as Drivers of Brand Love and Purchase Intention in Controversial Industries
A survey of 436 Thai beer consumers used covariance-based structural equation modelling to examine links among corporate evaluations, perceptions of four CSR domains, brand love and purchase intention. Favourable corporate evaluations were positively associated with perceptions of consumer-, society-, community- and environment-focused CSR. Only consumer- and society-focused CSR perceptions were positively associated with brand love; community and environmental perceptions were not. Brand love statistically mediated links from the first two domains to purchase intention. The study supports treating CSR as multidimensional, but does not establish causality or actual purchases and should not be used to minimise alcohol-related health risks.
Thai researchersPapaporn Chaihanchanchai · Saravudh Anantachart · Sakulkarn Waleeittipat