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Can a “Sinful” Brand Be Loved? Examining Corporate Evaluations and CSR Domain Perceptions as Drivers of Brand Love and Purchase Intention in Controversial Industries

ดร.สกุลกาญจน์ วลีอิทธิภัสร์ | -

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Can a “Sinful” Brand Be Loved? Examining Corporate Evaluations and CSR Domain Perceptions as Drivers of Brand Love and Purchase Intention in Controversial Industries

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Collection	RMUTK Research Repository (RMUTK IR) วารสารวิชาการ — e-Journal Articles
ID RMUTK Digital	RMUTK000139
Title	Can a “Sinful” Brand Be Loved? Examining Corporate Evaluations and CSR Domain Perceptions as Drivers of Brand Love and Purchase Intention in Controversial Industries
Alternative title	Can a “Sinful” Brand Be Loved? Examining Corporate Evaluations and CSR Domain Perceptions as Drivers of Brand Love and Purchase Intention in Controversial Industries
Authors	ดร.สกุลกาญจน์ วลีอิทธิภัสร์ ผู้แต่งหลัก
Faculty	คณะครุศาสตร์อุตสาหกรรม
Journal Title	Corporate Social Responsibility and Environmental Management
ISSN	1535-3958
Volume / Issue / Pages	Vol.16 \| No.3 \| pp.1–16
Published	2026-10-01
Year	2569
Level	ระดับนานาชาติ (SCOPUS)
Quartile	Q1
DOI	1002/csr.71062
Abstract	-
Abstract (EN)	Corporate social responsibility (CSR) has become an important strategy for strengthening consumer-brand relationships, yet relatively little is known about how consumers perceive CSR across different domains in controversial industries operating under communication constraints. This study examines how corporate evaluations are associated with consumers’ perceptions of four CSR domains and how these perceptions relate to brand love and purchase intention in a Thailand’s highly regulated beer industry. Survey data from 436 beer consumers were analyzed using covariance-based structural equation modeling (CB-SEM). The findings show that favorable corporate evaluations were positively associated with perceptions of all four CSR domains. However, consumers did not perceive all CSR domains equally. Consumer- and society-focused CSR perceptions were positively associated with brand love, whereas community- and environment-focused CSR perceptions were not. Brand love further mediated the relationships between consumer- and society-focused CSR perceptions and purchase intention. These findings highlight the importance of examining CSR across different domains rather than treating CSR as a homogeneous construct while offering practical insights into how different CSR initiatives can foster brand love and purchase intention in controversial industries.
Keywords (TH)	-
Keywords (EN)	brand love; controversial industries; corporate evaluations; CSR perceptions; purchase intention
Access Level	Open Access (เปิดสาธารณะ)

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https://onlinelibrary.wiley.com/doi/epdf/10.1002/csr.71062

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