Impacts of corporate citizens' commitments on the Moroccan consumer

Abstract

Our article seeks to understand how perceptions of social and societal responsibility of brands influence the process of consumer engagement. For this, we are interested in the specific expectations of consumers in terms of the social responsibility of the citizen brands they consume. Our results indicate that a consumer perceives a brand as socially responsible if it assumes, in addition to its environmental and philanthropic responsibility, a health responsibility for the respect of the health of its consumers. Our results confirm the influence of social responsibility perceptions on consumer engagement with the brand and offer a new understanding of the relationship process at work.