The impact of perceived CSR on corporate reputation and purchase intention

BIANCHI ENRIQUE CARLOS; BRUNO JUAN MANUEL; SANCHEZ-SARABIA, FRANCISCO

The impact of perceived CSR on corporate reputation and purchase intention

Emerald

Lugar: Yorkshire; Año: 2019 vol. 28

2444-8451

ournal of Management and Business EconomicsAbstractPurposeThis study examines 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 ofbrand image, satisfaction (affective and cognitive) and brand loyalty.Design/methodology/approachThe sample comprised 429 consumers selected using non-probabilistic sampling with age andgender quotas. Confirmatory factor analysis was used to validate the measurement model.Structural equation modelling was used to validate the research hypotheses.FindingsAll direct and mediated influences in the model were significant, except for the effects ofperceived CSR on affective satisfaction. Thus, the proposed causal chain is valuable tounderstand how perceptions of CSR influence purchase intention and perceived reputation.Research limitations/implicationsPerception