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Creating Shared Value: The Role of Conscious Capitalism in Consumer-Brand Relationship

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Despite increasing awareness of and interest in corporate socialresponsibility(CSR) and social enterprises, our understanding of socialentrepreneurship, and its practical outcomes in the marketing arena, is limited. This article proposes a conceptual model focusing on the role of socialentrepreneurship in the context of a consumer-brand relationship. Thepropositions of this research shed lights on the impact of consumersʼ cognitiveand emotional factors(authenticity, gratitude, brand love, brand trust) onbehavioral responses toward social entrepreneurial businesses. Also, consumeridentity is proposed as a moderating factor. This research provides valuableinsights into a mechanism through which corporationsʼ intrinsic interests andinvolvement in social entrepreneurship can reward companiesʼ efforts. Managerialimplications and future research directions are also provided.

Abstract

Despite increasing awareness of and interest in corporate socialresponsibility(CSR) and social enterprises, our understanding of socialentrepreneurship, and its practical outcomes in the marketing arena, is limited. This article proposes a conceptual model focusing on the role of socialentrepreneurship in the context of a consumer-brand relationship. Thepropositions of this research shed lights on the impact of consumersʼ cognitiveand emotional factors(authenticity, gratitude, brand love, brand trust) onbehavioral responses toward social entrepreneurial businesses. Also, consumeridentity is proposed as a moderating factor. This research provides valuableinsights into a mechanism through which corporationsʼ intrinsic interests andinvolvement in social entrepreneurship can reward companiesʼ efforts. Managerialimplications and future research directions are also provided.

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