Abstract

Although corporate social responsibility (CSR) has been a widely researched topic, no universally accepted scale exists that adequately measures consumers' perceptions of CSR, or accounts for the possible differences between a parent brand's SR and its subsidiary's SR. Existing CSR scales are also based on a managerial versus marketing perspective and have weak psychometric properties. This study aims to (1) introduce a new construct, Brand Social Responsibility, which defines SR pertaining to brands from a consumer standpoint, and (2) develop a scale with predictive and discriminant validity to measure BSR.