Influence of corporate social responsibility and brand attitude on purchase intention

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-02-09 DOI:10.1108/sjme-12-2021-0224

H. A. Dimuthu, M. Arachchi, G. D. Samarasinghe

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引用次数: 6

Abstract

Purpose This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y’s attitude towards the brand and the moderating effect of their attitude towards CSR. Design/methodology/approach This study tested the model with a sample of 392 generation Y consumers using Smart partial least squares (PLS)-structural equation modelling. Findings Brand attitude partially mediates the positive influence of perceived CSR (PCSR) on purchase intention. Gen Y’s attitude towards CSR increases the impact of PCSR on brand attitude and purchase intention. Practical implications To multiply the effects of CSR and brand attitude, retail marketing managers can develop strategies that strengthen the links between awareness, knowledge, brand affection and purchase intent by encouraging Gen Y consumers to engage with the brand’s CSR strategy. Originality/value This study advances the literature on CSR and consumer behaviour by providing an integrated view of the hierarchy of effects model and a generational cohort perspective in predicting purchase intention. sponsabilidad social corporativa y la actitud hacia la marca en la intención de compra

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企业社会责任和品牌态度对购买意愿的影响

本研究旨在分析企业社会责任感知对购买意愿的影响;本研究亦检视Y世代对品牌态度的中介作用，以及Y世代对企业社会责任态度的调节作用。本研究使用智能偏最小二乘(PLS)结构方程模型对392名Y一代消费者样本进行了模型测试。发现品牌态度在企业社会责任感知对购买意愿的正向影响中起部分中介作用。Y世代对企业社会责任的态度增加了企业社会责任对品牌态度和购买意愿的影响。为了使企业社会责任和品牌态度的影响倍增，零售营销经理可以制定策略，通过鼓励Y一代消费者参与品牌的企业社会责任战略，加强意识、知识、品牌情感和购买意愿之间的联系。原创性/价值本研究通过提供效应层次模型的综合观点和代际队列视角来预测购买意愿，从而推进了有关企业社会责任与消费者行为的文献。责任与社会合作的关系:社会责任与社会合作的关系

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.