The role of Corporate Social Responsibility in the nexus between cause related marketing and customer repurchase intention: Case study of mega market Vietnam

Abstract

<p>Corporate Social Responsibility (CSR) is a key strategy for businesses to develop sustainably. The main purpose of this study is to examine the relationship between cause-related marketing and customers’ repurchase intention under the moderating factor of CSR and the influence of mediating factors, including brand image and customer satisfaction. This research is based on three core theoretical foundations as a premise for analytical arguments, including pro-social theory, signaling theory, and stakeholder theory. The study obtained 304 responses from Mega Market Vietnam customers via an online questionnaire, which were screened and analyzed by using Structural Equation Modelling (SEM). The results show the positive influence of awareness of Cause-Related Marketing on customer repurchasing through the regulation of awareness of corporate social responsibility and mediating factors, including corporate brand image and customer experience satisfaction. This study contributes to both theoretical and practical aspects, providing a foundation for businesses in the retail sector to develop well-aligned and impactful CSR strategies.</p>