Sustainability and Social Responsibility

Leveraging Co-Branding for Corporate Social Responsibility: The Role of the Halo Effect and Authenticity in For-Profit Partnerships

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Abstract

With the growing importance of corporate social responsibility (CSR), an increasing number of for-profit businesses are born with a CSR-based identity. Other for-profit firms have recently begun collaborating with these mission-driven, CSR-oriented brands to enhance their brand image. Nevertheless, academic understanding of the effectiveness of this new type of brand partnership remains limited. Drawing on the halo effect, we aim to develop a conceptual model that examines how co-branding with CSR-based brands transfers positive perceptions of brand authenticity to for-profit businesses that are not originally grounded in a CSR identity. We propose that this perceived authenticity leads to more positive consumer attitudes, which in turn foster brand love and positive word-of-mouth. This study provides foundational academic and practical insights into co-branding between mission-driven and for-profit brands.

Keywords: Corporate social responsibility, Co-branding, Halo effect, Brand authenticity

How to Cite:

Kim, G. & Jo, H., (2025) “Leveraging Co-Branding for Corporate Social Responsibility: The Role of the Halo Effect and Authenticity in For-Profit Partnerships”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.22061