CSR Symbolism in Consumer‐Brand Identification in Fostering Brand Trust and Evangelism

ABSTRACT Based on the construal level theory, we proposed a conceptual model linking the relationships between perceived symbols in CSR communication, consumer‐brand identification, brand trust, and brand evangelism. We collected the data from the U.S. national population and employed an experimental design. The participants were randomly assigned to one of the experimental stimuli depicting symbols of ethicality and environmental sustainability in the CSR activities of selected Fortune 500 companies. Based on structural equation modeling ( n = 302), we found that concrete details and facts and figures in CSR communications positively influenced consumer‐brand identification, which in turn evoked brand trust and brand evangelism. Brands engaged in CSR activities are recommended to incorporate detailed information in their CSR communications, which can reflect the underlying symbols of ethicality and environmental sustainability in their CSR activities. This can help in building long‐term relationships with consumers by making the brand more relatable and humane.