The impact of perceived CSR on corporate reputation and purchase intention (original) (raw)
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Influence of Perceived Corporate Social Responsibility on Brand Image, Satisfaction and Trust
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The purpose of this research is to analyse the influence of consumers’ perception of Corporate Social Responsibility (CSR) practices on a brand’s image, satisfaction and trust in Pakistan. While the strategic importance of CSR, as a corporate marketing tool, is fairly established in the developed world, the concept is still finding its ground in developing countries. This study focuses on the consumers of the apparel industry of Pakistan, and has used the Structural Equation Modelling (SEM) to test the model. The findings show that the perceived CSR affects brand image in a positive manner, but has no impact on consumer satisfaction and trust directly. Brand image, however, has a favourable effect on both satisfaction and trust, and completely mediates the relationship between perceived CSR, and satisfaction and trust. This study provides insights to apparel manufacturers to formulate corporate marketing strategies that aim at enhancing their brand image through CSR activities.
Sustainability, 2021
Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in the competitive market. This study investigates the impact of customers’ CSR perceptions on their purchase intentions as mediated by brand equity, brand credibility, and brand reputation in order to identify the benefits of CSR integration for business development. The study employs a quantitative approach to collect data from customers who purchase cosmetics through an online survey. PLS-SEM software is used to analyze the data from the 380 responses. The results indicate that customers’ perceptions of the CSR of a firm affect their intention to purchase its brands in the future. Brand equity, brand credibility, and brand reputation mediate the impact of CSR perceptions on purchase intentions. Since previous studies have not employed a comprehensive approach to verifying the influence that CSR exerts through brand credibility, brand reputation, and brand equit...
Impact of CSR Initiatives and Perceived Corporate Reputation On Consumer Loyalty
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The purpose of the study is to explore the association between consumer perception of CSR, perceived corporate reputation, and consumer loyalty in consumer marketing. A conceptual model has been established to recite their relationship displaying customer loyalty as dependent variable while consumer perception of CSR and perceived corporate reputation as independent variable. A questionnaire with five point likert scale is developed to investigate the relationship. Outcomes present positive association between all variables. This study has certain limitations with respect to monetary evaluation of CSR initiatives by the firms. Comprehensive qualitative research deem necessary to look for the same issues. This research has made some practical and theoretical contributions toward building consumer loyalty for the firms.
Journal of business ethics, 2010
Numbers of researches have been conducted to investigate interrelationship among corporate sustainability, corporate social responsibility and consumer purchase intentions. However conflicting results were found regarding effects of corporate social responsibility on consumer behavior. This research has investigated the effects of product/service quality and consumer satisfaction along with corporate social responsibility actions on consumer purchase intentions and further on consumer loyalty. This was an exploratory research based on primary and secondary data with some experimentation to manipulate respondents' attitude towards organization and its corporate social responsibility actions. The primary data has been collected from university students, whereas secondary data was collected from newspapers and website of corporation. The data has been analyzed using structural equation modeling through AMOS 7.0 version. The study found no relationship between awareness of corporate social responsibility activities and consumer purchase intention. However significant relationship was observed between service quality and customer satisfaction. Moreover the study noted no relationship between consumer satisfaction and purchase intentions and purchase intention and consumer retention for cellular industry of Pakistan. The findings of this study are important for corporations and future researchers on corporate social responsibility and consumer behavior.
IAEME PUBLICATION, 2020
Purpose: The aim of this research is to study the influence of Corporate Social Responsibility (CSR) on purchase intention whilst considering the role of customer satisfaction and brand loyalty. The CSR practices are examined as per the four dimensions of CSR, the framework developed by Carroll (1991). Design/Methodology: The quantitative method consisting of multivariate Likert-scale questionnaire was employed. A sample comprising of 134 respondents was used to gather data by convenience sampling approach. Data analysis is performed by making use of statistical software SPSS 20. The research hypotheses were checked by conducting Regression and correlation analysis. Findings: The empirical outcomes of the analysis suggested that CSR dimensions, Ethical and Philanthropic, significantly impact both, customer satisfaction and brand loyalty. Further, the study revealed a positive relationship between customer satisfaction and brand loyalty. Purchase intention of the customer is significantly impacted by customer satisfaction and brand loyalty. Conclusion: This study concluded that by improving ethical and philanthropic aspects of CSR, customer satisfaction and brand loyalty would be increased. Eventually. the intention of purchasing would be enhanced by the influence of satisfaction and loyalty intentions. Research Implication: Findings from this study have managerial implications which would help to formulate strategies related to CSR and create a sustainable business along with competitive edge.
International Journal of Academic Research in Business and Social Sciences
Although corporate social responsibility (CSR), corporate image, customer satisfaction and purchase intention have occupied a lot of researches' interest in the business field, not much is known about their interrelationships. The paper aims to explore the association between the CSR, corporate image, and purchase intention with focus on the mediating effect of customer satisfaction. The paper provides a conceptual insight into association among CSR and corporate image and their impacts on purchase intention via customer satisfaction. The theoretical contribution for the study is to develop a model that contains CSR, corporate image, customer satisfaction and purchase intention in path relationship. The study as well tries to investigate the mediating role of customer satisfaction on purchase intention for two independent variables: corporate social responsibility and corporate image.
Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility
Journal of Business Ethics, 2011
Perceptions of a firm's stance on corporate social responsibility (CSR) are influenced by its corporate marketing efforts including branding, reputation building and communications. The current research examines CSR from the consumer's perspective, focusing on antecedents and consequences of perceived CSR. The findings strongly support the fact that particular cues, namely perceived financial performance and perceived quality of ethics statements, influence perceived CSR which in turn impacts perceptions of corporate reputation, consumer trust, and loyalty. Both consumer trust and loyalty were also found to reduce the perceived risk that consumers experience in buying and using products. From these significant findings, we draw several conclusions and implications, including the importance of enhancing firm focus toward its ethical commitment and long-term reputation.
Open Journal of Business and Management, 2022
The purpose of this paper is to review the effectiveness of Corporate Social Responsibility (CSR) and its relationship with customer satisfaction (CS), corporate image (CI), customer loyalty (CL), and market value performance (MVP). Corporate Social Responsibility (CSR) plays a significant role in enhancing corporate reputation and image. The study adopted secondary data, basically from previous related studies, books, and reports. The study concluded that CSR would serve as a strategic initiative for firms to engage customers and serve other stakeholders' interests. Again, the study found that CSR is effective for brand awareness, customer satisfaction, and market performance. The study will contribute to the body of knowledge on CSR, by expanding the boundaries of CSR as a business strategy by firms. Moreover, this study will enable industry players to make sound policies and strategies that could enhance corporate image. The study, therefore suggests that firms should integrate CSR strategy into their operations. The study discussed the limitations and suggests future research directions.
2018
The objective of this study is to assess the impact of corporate social responsibility (CSR), corporate reputation and customer loyalty. To achieve company’s corporate reputation, the CSR served as the main driver that also relates with customer loyalty. Basically, the descriptive research design was employed and to determine the sample size, the researchers utilized the simple random sampling with 175 respondents but only 166 questionnaires were retrieved. Purely questionnaires were used as instruments consisting of two part survey indicating questions by use of the Likert 4-scale model related to corporate reputation and customer loyalty. In analyzing the data, the two-tailed t-test for paired data were utilized to address the assumptions that: Hₒ1: There is no significant difference between CSR and corporate reputation before and after CSR orientation; Hₒ2: There is no significant difference between CSR and customer loyalty. The analysis of the data revealed that there is signifi...