The Influence of Corporate Social Responsibility on Consumer Happiness and Brand Love

Abstract

Purpose - This study aims to examine the influence of CSR to consumer happiness, CSR perception, brand experience, brand admiration, and brand love in the context of Islamic banking

Design/methodology/approach - The sample consists of 250 Indonesian Islamic bank consumers obtained through a survey study and using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the research hypotheses.

Findings - The empirical results indicate that CSR does not influence brand love. Furthermore, CSR positively impacts CSR perception. CSR also positively impacts consumer happiness. The relationship between CSR happiness and CSR perception is positively significant. Likewise, consumer happiness positively influences brand admiration. Consumer happiness also positively impacts brand experience, as well as Brand experience impacting brand love. Moreover, CSR perception positively impacts brand experience, while the relationship between CSR perception and brand admiration is positively significant. Brand admiration also positively influences brand love.

Research limitations/implications - This study was limited to consumers of an Indonesian Islamic bank; therefore, future study is needed to explore across the regions

Practical implications - This study enlightens bank managers from a marketing and psychological context. The Islamic bank managers need to enhance CSR programs for social and environmental development by involving consumers

Originality/value - This study provides the Muslim consumer happiness and perception by developing and testing a model of emotional bonding and consumers' perspectives toward CSR programs in Islamic banking

Keyword : CSR, Consumer Happiness, Brand Love