The Effect of Customers’ Perception of Corporate Social Responsibility on Their Extra-Role Behaviors by Mediation of Brand Attachment and Moderation of Spirituality

In addition to profitability, companies should meet the expectations of employees, consumers, and the community in regard to promoting the welfare and public benefit activities. In this way, they will be able to improve customers’ engagement and their extra-role behaviors that create a positive public attitude towards the company and its brand. Therefore, the present study sought to examine the effect of customers' perception of corporate social responsibility on their participation and citizenship behaviors considering the mediation of brand emotional attachment and moderation of spirituality. The statistical population was the customers of Pasargad Insurance Company in Mashhad, of which 405 were studied by conducting convenience sampling and using a questionnaire. The results of structural equation modeling indicated that the direct effects of perceived social responsibility on customers’ participation and citizenship behaviors are significant. It also confirmed its indirect effects through brand emotional attachment. However, the results of hierarchical regression analysis did not confirm the moderating effect of customer spirituality on the relationship between perceived social responsibility and brand emotional attachment.