Results of the study provide empirical support for propositions and findings about the positive impact of
CSR efforts on the level of CBBE (e.g., Hoeffler & Keller 2002; Lai et al. 2010; Torres, Bijmolt, & Tribó
2010). Specifically, if the level of CSR efforts is perceived as high, the level of CBBE is also affected
more positively than if the CSR efforts are perceived as relatively low.