The impact of perceived CSR on corporate reputation and purchase intention

Abstract

Purpose The purpose of this paper is to examine the influence of consumers’ perceived corporate social responsibility (CSR). The aim is to provide insight into the effect of perceived CSR on purchase intention (short-term effect) and corporate reputation (long-term effect), whilst considering the role of brand image, satisfaction (affective and cognitive) and brand loyalty. Design/methodology/approach The sample comprised 429 consumers selected using non-probabilistic sampling with age and gender quotas. Confirmatory factor analysis was used to validate the measurement model. Structural equation modelling was used to validate the research hypotheses. Findings All direct and mediated influences in the model were significant, except for the effects of perceived CSR on affective satisfaction. Thus, the proposed causal chain is valuable to understand how perceptions of CSR influence purchase intention and perceived reputation. Research limitations/implications Perception is considered a dual phenomenon (cognitive and affective). It would be advisable to consider both dimensions in the future. The same is true of affective satisfaction. Originality/value Direct and mediated relationships that have previously been studied separately are considered together in a single model. This approach provides a better understanding of how perceived CSR influences purchase intention and reputation.

The Relationship between Social Responsibility and Business Performance: An Analysis of the Agri-Food Sector of Southeast Spain

“…This is in line with the results of previous research, according to which a strategy of differentiation in the foreign market based on CSR favors the EXP of companies [70][71][72]. The results also confirm, in line with numerous previous works [18,[78][79][80][81][82][83][84], the existence of a positive impact of the CSR of the companies in the sector on their IR. Finally, in line with other previous work [37,[86][87][88][89][90][91][92][93][94][95][96], the existence of a positive impact of CSR on SS is also confirmed.…”

“…CSR positively influences the opinions of stakeholders and is considered to be a sign that the company will take into account their interests and expectations [78,79], opinions, which, in short, form the basis of its reputation [80]. There are numerous works that show a positive relationship between CSR and IR in different economic sectors [18,[78][79][80][81][82][83][84]. In line with these findings, we propose the following hypothesis: Hypothesis 3 (H3): Firms' CSR orientation is positively related to their image and reputation.…”

Corporate Social Responsibility: Findings from the Vietnamese Paint Industry

“…Moreover, the motive for buying goods and the evaluation of the company is also influenced by CSR activities. In other words, the company develops communications of CSR activities to stimulate evaluations of the brand [53], to generate a positive relationship with a corporate reputation [54][55][56], and to integrate CSR practices into their business strategy to position the brand [57]. This leads to the following hypothesis:…”

The moderating role of personal value orientation on the links between perceived corporate social performance and purchase intentions

“…Yet, studies have found that there is a relationship between CSR performance and customer's support intentions (Abdeen, Rajah, & Gaur, 2016; Jose, Khare, & Buchanan, 2015). It is well documented that consumers' perceptions of CSR have a positive impact on their purchase intentions (Alniacik, Alniacik, & Genc, 2011; Bianchi, Bruno, & Sarabia‐Sanchez, 2019; Jones, Reilly, Cox, & Cole, 2017; Mohr, Webb, & Harris, 2001; Pekkanen, Pätäri, Albadera, & Jantunen, 2018; Sen, Bhattacharya, & Korschun, 2006).…”

“…well documented that consumers' perceptions of CSR have a positive impact on their purchase intentions (Alniacik, Alniacik, & Genc, 2011;Bianchi, Bruno, & Sarabia-Sanchez, 2019;Jones, Reilly, Cox, & Cole, 2017;Mohr, Webb, & Harris, 2001;Pekkanen, Pätäri, Albadera, & Jantunen, 2018;Sen, Bhattacharya, & Korschun, 2006).…”