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Unleashing Positive Word-of-Mouth Through Brand Social Responsibility

Liem Viet Ngo et al.

Australasian Marketing Journal2026https://doi.org/10.1177/14413582261422999article
AJG 1ABDC A
Weight
0.50

Abstract

This study examines how brand social responsibility (BSR) drives positive word-of-mouth (WOM) in service brands. Based on social identity theory, we propose that a brand’s commitment to societal welfare strengthens customers’ emotional attachment, fostering positive WOM. By exploring the BSR-WOM relationship, this study provides new insights into the dynamic mechanisms at play within service branding. Using a sequential two-stage mixed-methods approach, we conducted qualitative in-depth interviews followed by an experiment and a large-scale survey. The findings highlight the pivotal role of BSR in cultivating brand commitment and explaining how brand experience enhances the effectiveness of BSR initiatives in driving positive WOM. This study advances ethical branding literature and provides implications for practitioners.

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https://doi.org/https://doi.org/10.1177/14413582261422999

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@article{liem2026,
  title        = {{Unleashing Positive Word-of-Mouth Through Brand Social Responsibility}},
  author       = {Liem Viet Ngo et al.},
  journal      = {Australasian Marketing Journal},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1177/14413582261422999},
}

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Unleashing Positive Word-of-Mouth Through Brand Social Responsibility

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.