Effects of Brand Purpose on Consumers' Prosocial Behaviors

Poster Session VII - Research Proposal Posters

Keyword: Giving

Abstract: This study explores how perceived brand purpose influences prosocial behaviors (donating, volunteering) through consumer-brand identification and moral elevation. Using three 3×2 between-subjects controlled experiments (online and lab-based) and moderated-mediation analysis, it aims to advance brand purpose theories and guide corporations in inspiring consumer altruism to address social issues like inequality.

• Kusuma Leelanarathiwat (Presenting Author)
• Thipnapa Huansuriya (Author)