Do well, do good, and know your audience: the double-edged sword of values-based CSR communication

4 a–c, though the three-way interaction failed to reach significance for brand attitude ( β = 0.23, t = 1.51, p = 0.13), Johnson–Neyman analysis revealed that as respondents’ formalism increased, they liked the brand providing a values-based justification less compared to one providing no justification when their mean-centered support for CSR was less than 0.60 ( b JN = − 0.41, SE = 0.21, p < 0.05).

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