Faculty Publications - College of Business

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The purpose of this study is to explore consumer resilience’s role and effect on the relationship between corporate social responsibility (CSR) and consumer attitude. There is little research on consumer resilience in the marketing disciplines even though the relevance of the construct has increased in other fields of study. To explore the role and effect of resilience, this study developed hypothetical conditions, in which this study assumes that each respondent is exposed to news of a traumatic incident or an experience, such as a terrorist attack or gun violence. Confirmatory factor analysis is conducted to verify each construct’s validity, and partial least squares structural equation modelling is performed to verify the model fit. Ordinary least squares (OLS) and path analyses are employed to test each hypothesis in this study. The findings show that CSR has a positive association with consumer attitudes and resilience. More importantly, the findings show that consumer resilience helps consumers improve their attitudes, and consumer attitudes are affected differently by the level of resilience.


Author Posting © Westburn Publishers Ltd, 2018. This is a post-peer-review, pre-copy-edit version of an article which has been published in its definitive form in the Journal of Customer Behaviour, and has been posted by permission of Westburn Publishers Ltd for personal use, not for redistribution. The article was published in the Journal of Customer Behaviour, 2018, Vol. 17, No. 4, pp.319-334 http://dx.doi.org/10.1362/147539218X15445233217832.