An analysis of what causes CSR to be perceived as sincere and how warmth functions as a mediator between this perceived sincerity and customer loyalty

Abstract

Purpose: The purpose of this paper is to examine what influences the perceived sincerity of CSR and to examine whether ‘warmth’ functions as a mediator between the perceived sincerity of CSR and customer loyalty. Method: a 2x2x2 between-subject design survey was used. The relationship between CSRbrand fit, motives, message source, and perceived sincerity was tested using a factorial ANOVA. Next, the mediation effect of warmth was tested using linear multiple regression analysis. Results: No main effect of CSR-brand fit, motives of message source on perceived sincerity of CSR was found. The only interaction effect on perceived sincerity of CSR found was the interaction between CSR-brand fit and message source. Furthermore, warmth was found to operate as a mediator between the perceived sincerity of CSR and message source.