Seeking homogeneity or heterogeneity? The impact of CSR differentiation on consumer brand advocacy

Purpose Building on the optimal distinctiveness theory and attribution theory, this study aims to explore the impact of corporate social responsibility (CSR) differentiation on consumer brand advocacy, uncovering its underlying mechanisms and boundary conditions. Design/methodology/approach Two experiments were conducted using a between-subjects design method, and sample data from field surveys in China were used to test the hypotheses. Findings The results reveal an inverted U-shaped relationship between CSR differentiation and consumer brand advocacy, where moderate differentiation is most effective. Furthermore, legitimacy perception and competitive advantage perception exert a “seesaw-like” dual mediating effect. Specifically, CSR differentiation negatively influences brand advocacy through legitimacy perception, while positively influencing it through competitive advantage perception. Moreover, technological innovation negatively moderates the mediating effect of legitimacy perception, buffering its decline. Originality/value This study addresses the strategic paradox of “seeking homogeneity or heterogeneity” in CSR from a consumer perspective. It advances optimal distinctiveness theory by introducing and validating a dual mediating mechanism and identifying technological innovation as a key moderator. The findings provide nuanced insights for firms to design optimally differentiated CSR strategies.