The impact of philanthropic corporate social responsibility on brand advocacy behavior of Ho Chi Minh residents during Vietnam’s typhoon and flood crisis: Exploring the role of altruistic values

Abstract

This study examines the role of Corporate Social Responsibility (CSR) in building consumer trust and driving brand advocacy, particularly in the context of natural disasters in Vietnam. As climate change increases the frequency of storms and floods, CSR has become an essential tool for brands to support affected communities. However, recent negative reactions to CSR activities, such as the case of Katinat, have raised concerns about how consumers perceive corporate philanthropy. This study investigates the impact of CSR on consumer trust, loyalty, and engagement, and identifies the factors that determine the success of these initiatives. The study has three objectives: To assess the impact of pro-social CSR (p-CSR) on brand advocacy through customer trust, loyalty, and engagement. Exploring the role of altruistic values in this relationship. Proposing effective CSR strategies in the context of natural disasters. A mixed method research was applied, including qualitative focus group discussions and quantitative data collection through structured surveys in Ho Chi Minh City. Analysis using SmartPLS 4.0 showed that p-CSR increases customer trust and engagement, with a strong relationship to attitudinal loyalty. However, the direct impact of p-CSR on loyalty and the relationship between trust and brand advocacy were not significant. Altruistic values were identified as a moderator of the relationship between p-CSR and customer engagement. The study suggests that brands need to have a CSR strategy that is transparent, authentic, and aligned with community values, especially in the context of crisis. These strategies can help increase brand advocacy, strengthen consumer trust, and build lasting relationships over the long term