Delivering satisfaction and brand equity from consumer’s CSR perception: the mediating role of hedonic and utilitarian motivations in the online food delivery services

Abstract

This study aims to evaluate the consumer perception of Corporate Social Responsibility (CSR) on brand equity and customer satisfaction of users of food delivery mobile apps. It presents a new perspective by proposing a scale adapted from the CSRConsPersScale. The results indicate a positive and significant influence of CSR in all the dependent variables tested, confirming that CSR initiatives contribute to the construction of brand associations and positively impact satisfaction and brand equity, increasing the likelihood of recommendations. Our findings also suggest that the effect on brand equity is not uniform for hedonic and utilitarian consumers.