The Role of Self-Definitional Principles in Consumer Identification with a Socially Responsible Company

This research analyses the influence of the perception of Corporate Social Responsibility (CSR image) on consumer-company identification (C-C identification). This analysis involves an examination of the influence of CSR image on brand identity characteristics which provide consumers with an instrument to satisfy their self-definitional needs, thereby perceiving the brand as more attractive. Also, the direct and mediated influences (through their effect on brand attitude), of CSR-based C-C identification on purchase intention are analysed. The results offer empirical evidence that CSR generates more C-C identification because it improves brand prestige and distinctiveness; brand coherence is also a powerful antecedent of brand attractiveness in the context of CSR communication. Finally, CSR-based C-C identification is able to generate directly better attitude towards the brand and greater purchase intention.