Accelerating Brand Value: The Role of CSR in Shaping Automotive Brand Reputation and Consumer Preferences

Abstract

Objective - The increasing concern surrounding automotive product recalls has captured the attention of stakeholders due to the significant potential risks faced by consumers. These recalls have a profound impact on the public perception of automakers. While numerous studies have investigated the relationship between corporate social responsibility (CSR), reputation, and consumer behaviour, there has been a notable lack of research on the influence of CSR and reputation on consumers' intention to purchase automotive brands specifically. To address this research gap, a comprehensive quantitative study was conducted, involving the distribution of questionnaires to 419 automotive customers in Malaysia. Methodology/Technique - The collected data from 419 automotive customers in Malaysia were analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM), which allowed for the testing and confirmation of both measurement and structural models. Findings – Economic responsibility, legal and ethical responsibility, and philanthropic responsibility were found to significantly affect organizational reputation. However, only economic responsibility and philanthropic responsibility influence the intention to purchase when mediated by organizational reputation. By examining the impact of CSR and reputation on Malaysian customers' intention to purchase, this study provides valuable insights into an underexplored area of research. Novelty - This study contributes to the existing literature by specifically focusing on the influence of CSR and reputation on consumers' intention to purchase automotive brands in Malaysia. It utilizes robust quantitative methods to analyse data from a sizable sample of automotive customers, shedding light on an important aspect of consumer behaviour in the automotive industry that has been relatively understudied. Type of Paper: Empirical JEL Classification: M14, M31 Keywords: Brand Value, Corporate Social Responsibility; Brand Reputation; Purchase Intention. Reference to this paper should be made as follows: Ismail, Z; Mohamed, W.N.W. (2024). Accelerating Brand Value: The Role of CSR in Shaping Automotive Brand Reputation and Consumer Preferences, J. Mgt. Mkt. Review, 9(2), 76 – 86. https://doi.org/10.35609/jmmr.2024.9.2(3)