Philanthropic corporate social responsibility, consumer attitudes, brand preference, and customer citizenship behavior: Older adult employment as a moderator

• Jinsoo Hwang

  Sejong University

• Sun-bai Cho

  Cheongju University

• Woohyoung Kim

  Kyunghee University

In this study we examined whether philanthropic corporate social responsibility (PCSR) has a positive influence on consumer attitudes and brand preference, and if this, in turn, positively affects customer citizenship behavior. In addition, we explored whether, when consumers perceive that a company tries to solve social problems, they are more likely to have favorable attitudes toward the company, and proposed the moderating role of older adult employment in this relationship. The results indicated that PCSR was an important predictor of consumer attitudes and brand preference. In addition, consumer attitudes had a positive effect on advocacy and tolerance, whereas brand preference positively affected all types of customer citizenship behavior. Last, we found a moderating role of older adult employment in the relationship between PCSR and consumer attitudes and between PCSR and brand preference.

1. Jinsoo Hwang, Sejong University
   The College of Hospitality and Tourism Management
2. Sun-bai Cho, Cheongju University
   The Department of Hotel Management
3. Woohyoung Kim, Kyunghee University
   The Graduate School of Technology Management

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