The impact of corporate social responsibility on consumer brand advocacy: The role of moral emotions, attitudes, and individual differences

We investigate the effect of corporate social responsibility (CSR) on consumer advocacy behaviors toward corporate brands. We focus on the mediating roles of positive moral emotions (awe, gratitude, and elevation) and attitudes. The moderating effects of social justice values and empathy on such mediation processes are further explored. A between-subjects field experiment is used to test our hypotheses on a sample of adult consumers. The results...