Customer brand co-creation behavior and brand sincerity through CSR interactivity: The role of psychological implications in service-dominant logic

Although the CSR literature has examined the effect of CSR on a variety of brand, values and customer attitude, limited attention has been paid to investigate whether, going in for CSR activities can benefit brands to enhance customer brand co-creation, behaviors (CBCB), and the effect of customer's self-efficacy and emotional brand, attachment on CBCB. To address this research gaps, this study was conducted in the, chain restaurant context considering its increasing efforts to integrate businesses into, CSR issues. This study recruited 468 participants through MTurk, and conducted, SEM to examine the hypothesized relationships.