When CSR signals fail: perceived quality as a credibility condition for consumer–brand identification

Purpose This study aims to examine how corporate social responsibility (CSR) translates into consumer–based brand equity (CBBE) by identifying the mechanisms and conditions underlying this process. Design/methodology/approach Drawing on signaling theory, data from 172 Mexican consumers exposed to a CSR initiative were analyzed using partial least squares structural equation modeling. Findings CSR does not generate consumer value through direct effects. Instead, consumer–brand identification acts as the central mechanism linking CSR to CBBE. Empathic concern positively influences identification, but only when perceived quality is high. Under these conditions, effects extend to trust, purchase intention, recommendation intention and engagement. When perceived quality is low, the mechanism collapses. Socially responsible consumption exhibits weak and unstable effects. Social implications Social initiatives are more likely to mobilize consumer trust, engagement and support when social purpose is accompanied by credible organizational performance. Originality/value This study advances CSR research by proposing a conditionally bounded signaling model in which perceived quality serves as the credibility condition that enables or suppresses CSR value creation.