The Effects of the Purpose of Fisheries Firms' Social Contributions through Fisheries Firms' Brand Evaluation on Purchase Intention

Abstract

This study investigates the effects of the purpose of fishery firms' social contributions on consumers' purchase intention as a mediator or their fishery firms' brand evaluation. We surveyed 300 consumers in order to empirically test the suggested relationship. The purpose of fishery firms' social contributions was divided into social contribution activities and public interest marketing strategies. Fishery firms' brand evaluation was divided into three aspects including brand awareness, brand image, and brand loyalty.The results showed that the purpose of fishery firms'social contributions significantly affect consumers' purchase intention, brand loyalty as well as brand image except brand awareness. Fishery firms'brand evaluation significantly affect consumers' purchase intention. This study suggests that social contribution activities and public interest marketing strategies are essential for the positive brand evaluation of fishery firms.