The Effect of CSR on Restaurants’ Brand Image and Customers’ Brand Attitudes as Evidenced by Their Purchase Intentions

Abstract

This study aims to identify CSR dimensions which affect restaurants’ brand image and customers’ brand attitudes and assess the impact of these two mediating variables impact on customers’ purchase intentions. The study is based on information from 417 questionnaires distributed among restaurant customers in Tehran. Structural equation modelling (SEM) was used to test the conceptual model and results reveal that economic CSR is inversely correlated with brand image and brand attitude, although this relationship is not significant. This means that if customers feel that restaurants pay too much attention to profitability, they may have a negative attitude towards these restaurants. Other CSR dimensions (legal, ethical, philanthropic and environmental) were found to have a positive effect on brand image and customers’ brand attitudes, both of which make them more likely to use their services. Therefore, restaurant owners should be aware of different implications of CSR activities and choose those that are likely to improve restaurants’ brand image and be positively perceived by customers.