The effect of customers' perceptions of CSR and brand identification to customer citizenship behavior: The case of Uniqlo in Vietnam

Abstract

The primary objective of this study is to examine the effect of customers’ perceptions of corporate social responsibility (CSR) and brand identification (BI) on customer citizenship behavior (CCB) with the mediating variable emotional brand attachment in the context of Uniqlo in Vietnam. Based on Social Identity Theory and some previous studies, there are a total of 7 proposed hypotheses that will be tested in this research. The methodology in this study is a quantitative method with convenience sampling. The target sample of the population is Gen Z and has already made a purchase of Uniqlo’s products. A total of 234 people participated in the online survey created on Google form, of which only 202 answers were recorded as valid. The data analysis was carried out employing the software SPSS 20 and Smart PLS 4 with applying some techniques consisting of Excluding Outliers, Reliability and Validity Testing (Cronbach’s alpha, HTMT, Outer Loadings), Hypothesis Testing. The result demonstrates Customer Citizenship Behavior is positively impacted by Customers' Perceptions of CSR, Brand Identification, and Emotional Brand Attachment. Besides, EBA plays a mediating role between the relationship between Customers' Perceptions of CSR and CCB as well as the relationship between Brand Identification and CCB