IMPACTS OF CORPORATE SOCIAL RESPONSIBILITIES TO PURCHASE INTENTION OF YOUNG PEOPLE TO SPORTSWEAR - THE MEDIATING ROLE OF BRAND IMAGE

Abstract

In the context of consumers increasingly paying attention to corporate social responsibility (CSR), many businesses also focus on this activity to enhance brand image. This research paper focuses on investigating the impacts of corporate social responsibility (CSR) on purchase intention of customers and examining the mediating role of brand image in this relationship. Stakeholder theory and social identity theory are applied in the study. The study used Nike as a case study, collecting data from 180 young people aged 18 to 22 in Da Nang through an online questionnaire. Structural Equation Modeling (SEM) was used to test the model and research hypotheses. The results of the study show that CSR activities towards customers, CSR towards community and CSR towards governments have a positive impact on brand image and purchase intention among young people. Moreover, brand image plays an important role in mediating between CSR and purchase intention. Based on the results, several implications are proposed for relevant parties to enhance CSR activities of company in the aim of bringing bigger benefits for company and community.