Abstract
In the context of emissions-data requirements for steel entering the European Union under its Carbon Border Adjustment Mechanism (CBAM), this study examines the relationships among perceived digital social responsibility (DSR), electronic word-of-mouth (eWOM) intention, and consumer-based brand equity. DSR is operationalized through consumers’ perceptions of digitally mediated community-support and charitable activities. Data were collected using an online convenience survey of 271 consumers aged 20-45 in Ho Chi Minh City who were familiar with at least one steel brand and had encountered DSR activities. Partial Least Squares Structural Equation Modeling (PLS-SEM) indicates that DSR is positively associated with customer-company identification and brand trust; both are positively associated with eWOM intention and brand equity. The four hypothesized indirect associations are statistically significant. A supplementary model that additionally estimated direct paths from DSR to eWOM intention and brand equity showed positive direct associations alongside the indirect associations, a pattern consistent with complementary partial mediation. Drawing on Social Identity Theory and Signaling Theory, the findings highlight identification and trust as parallel psychological mechanisms linking perceived digital community responsibility with brand-related responses. The findings should be interpreted in light of the cross-sectional design, self-reported measures, and nonprobability sampling.
Keywords: brand equity, brand trust, customer-company identification, digital social responsibility, electronic word-of-mouth intention, steel industry.
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
