Corporate social responsibility during the COVID-19 pandemic: a sequential mediation analysis

Abstract

Purpose This paper aims to examine the influence of perceived corporate social responsibility (CSR) on purchase intention in the short-term and corporate reputation in the long-term while taking into consideration of the mediating role of brand image and customer satisfaction. Design/methodology/approach The research sample comprising 482 participants was selected at random. Hierarchical multiple regression and the PROCESS Macro for SPSS were used to test the proposed hypotheses. Findings Perceived CSR was found to have significant direct and mediated effects of purchase intention and corporate reputation through brand image and customer satisfaction. The proposed causal chain is pivotal for understanding how CSR perceptions influence, as well as shape purchase intention and perceived reputation. Research limitations/implications There are three major implications. First, it is important for consumers to be able to perceive CSR initiatives, to consider them as a strategic investment. Second, firms must develop strategies that promote CSR as being positive for society and the environment, as well as for the firm. Third, perceived CSR is an important predictor in the causal chain of relationships that promote brand image and customer satisfaction, which contributes to reputation and purchase intention. One of the major limitations of this study, although COVID-19 is an ongoing global pandemic in this study, is that cross-sectional data were collected within a single economy. Hence, a longitudinal study with samples from other economies in the region may be conducted to compare and generalize the findings. Social implications At a time when corporate objectives are predominantly designed to satisfy stakeholder interests and to increase return on investment, there is mounting social pressure on shifting managerial mindsets to address issues such as poverty, health and well-being, education for all, social equality, unhealthy consumption, hedonic advertisements, global peace and environmental concerns. Marketing has been criticized for its narrow focus on fulfilling the social needs of a particular target market while ignoring society at large, and this study argues that, through responsible marketing, firms can improve their reputation and at the same time can promote sustainable living. Originality/value Direct and mediated relationships that have previously been studied separately are considered together in a serially mediated unified model. This approach provides a better understanding of how perceived CSR can transform purchase intention and reputation.

Responding to COVID‐19: The impact of corporate social responsibility on consumer behavior

“…The authors briefly summarize existing research at the intersection of CSR and COVID‐19. Although there is past work that argues the pandemic is ushering in a new era of CSR (Crane & Matten, 2021; He & Harris, 2020), identifies specific examples of CSR firms that participated in during the pandemic using qualitative methods (Chavan et al, 2022; García‐Sánchez & García‐Sánchez, 2020; López‐Carril & Anagnostopoulos, 2020; Ramya & Baral, 2021), and measures consumer perceptions of CSR via existing scales in surveys (Magno & Cassia, 2021; Popa et al, 2022; Salam & Bajaba, 2022; Wild, 2021), it does not empirically test the differential impact of CSR types on consumer outcomes. There is also existing research that empirically tests the effectiveness of ad appeals (Huang & Liu, 2020; Xie & Wang, 2022) and CSR types during the pandemic.…”

The Effect of Brand Image on Behavioral Intention in the Context of Perceived Corporate Social Responsibility and Innovation within Sustainable Apparel Brands

“…Kurumsal sosyal sorumluluk yoluyla marka, tüketicilerle daha kolay iletişime geçebilmekte, tüketici farkındalığını yükselterek imaj ve saygınlığını güçlendirmektedir. Tüketicilerin sosyal sorumluluk sahibi markaların ürünlerini daha çok tercih ettikleri belirtilmektedir (Özdemir, 2009, s. 69;Özer, 2011, s. 168;Wu & Wang, 2014, s. 52;Bozdemir, 2015, s. 80;Alakkas vd., 2022, s. 19;Salam & Bajaba, 2022, s. 1188. Farklı sektör alanlarının ele alındığı tüketici araştırmalarında sosyal sorumluluğun marka imajı üzerinde çeşitli düzeylerde etkileri görülmektedir.…”

“…Bu doğrultuda Hipotez 1 kabul edilmiştir. Bu sonuçlar kurumsal sosyal sorumluluk ve marka imajı arasındaki ilişkiyi inceleyen çalışmaların (Göksu, 2006;Singh vd., 2008;Yavuz, 2010;Rodrigues vd., 2011;Woo, 2013;Huang vd., 2016;Huang vd., 2014;Arslan & Zaman, 2014;Bianchi vd., 2019;Lee & Lee, 2018;Dawood, 2019;Thuy & Minh, 2020;Phan vd., 2021;Supornrungcharoen & Laohavichien, 2021;Salam & Bajaba, 2022;Gilanlı & Erdoğan, 2022) sonuçlarıyla uyumlu olduğu tespit edilmiştir. Kurumsal sosyal sorumluluk faaliyetleri markaların daha yüksek imajla değerlendirilmesini sağlamıştır.…”

“…Marka imajı davranışsal niyeti %31 oranında etkilemektedir. Bu sonuç olumlu imaja sahip markaların davranışsal niyet üzerinde etkisini gösteren çalışmalarla paralellik göstermektedir (Ling vd., 2010;Brandão vd., 2011;Özer, 2011;Eminler, 2012;Çabuk vd., 2013;Rani & Gupta, 2013;Shiau, 2014;Wu & Wang, 2014;Karakaşoğlu & Arslan, 2016;Bozdemir, 2015;Riaz, 2015;Durna vd., 2015;Contractor, 2016;Horng vd., 2018;Mokhtar vd., 2018;Raji vd., 2019;Ramesh vd., 2019;Suhartanto, 2019;Cuong & Long, 2020;Afshardoost & Eshaghi, 2020;Benhardy vd, 2020;Mursandi vd., 2020;Faqih, 2022;Salam & Bajaba, 2022;Shen & Ahmad, 2022;Tan vd., 2022). Buradan hareketle tüketicilerin alternatif markalar arasından seçim yapmasında marka imajının yol gösterici olduğu söylenebilir.…”

Business and society in the age of COVID‐19: Introduction to the special issue

“…Although Vătămănescu et al ( 2021 ) found that the pandemic did not impact consumers' expectations for sustainable products, another study of Brazilian and Portuguese consumers (Severo et al, 2021 ) indicated that the pandemic not only enhanced consumers' awareness of socio‐environmental issues but it also increased consumption of sustainable products and attention to firms' CSR efforts. Salam and Bajaba's ( 2021 ) study concluded that CSR perceptions matter for purchasing intentions and corporate reputation during the pandemic. Still others examined the impact on workers.…”