The impact of perceived CSR on corporate reputation and purchase intention

BIANCHI ENRIQUE

European Journal of Management and Business Economics

Academia Europea de Dirección y Economía de la Empresa, delivered by Emerald Publishing Services

Lugar: Valencia; Año: 2019 vol. 28

urposeThe 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/approachThe 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.FindingsAll 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/implicationsPerception is considered a dual phen