INFLUENCE OF THE CSR MESSAGE ON THE PERCEIVED VALUE OF THE CORPORATE BRAND BY YOUNG CONSUMERS: THE MODERATING ROLE OF SELF-CONGRUENCE WITH THE BRAND

Authors

  • Bertrand SOGBOSSI BOCCO Professeur Titulaire, Université de Parakou, Bénin Centre de Recherche en Entrepreneuriat Croissance et Innovation (CRECI)
  • Ange Wenceslas Vinciale ASSOGBA Docteur, Université d’Abomey-Calavi, Bénin Laboratoire de Recherche Marketing et Bien-être du Consommateur (LaReMBEC)

Keywords:

corporate social responsibility, CSR message, perceived value, self-congruence

Abstract

This research aims to study the effect of the CSR message on three dimensions of perceived brand value (perceived social value, perceived ethical value and utilitarian value perceived) by young Beninese consumers and to highlight the moderating role of self-congruence with the company brand. To do this, 610 students were exposed to an advertising poster carrying a CSR message based on the achievements of a local brand, and a questionnaire was handed to them. The results showed a positive effect and significant of the CSR message on the three dimensions of the perceived value of the brand. At last, they show that self congruence with the brand does not moderate positively and significantly than the effect of the CSR message on perceived social value. The moderating effect is not significant for other relationships. These results provide practitioners with important elements of refining the advertising speech to better communicate their responsible engagement with consumers and other stakeholders.

Published

2023-08-29

How to Cite

Bertrand SOGBOSSI BOCCO, & Ange Wenceslas Vinciale ASSOGBA. (2023). INFLUENCE OF THE CSR MESSAGE ON THE PERCEIVED VALUE OF THE CORPORATE BRAND BY YOUNG CONSUMERS: THE MODERATING ROLE OF SELF-CONGRUENCE WITH THE BRAND. COMMUNICATION & MANAGEMENT, 20(2), 81. Retrieved from https://journaleska.com/index.php/cm/article/view/8962

Issue

Vol. 20 No. 2 (2023): CM

Section

Articles