CORPORATE SOCIAL RESPONSIBILITY AND CUSTOMER PURCHASE INTENTION: THE ROLE OF BRAND TRUST AND BRAND LOVE IN HANOI - CASE OF HOUSEHOLD ELECTRONIC PRODUCTS IN HANOI

  • Ngô Văn Quang
  • Phạm Việt Dũng
  • Đỗ Thị Phương Nga
Keywords: Corporate social responsibility; brand reputation; brand love; purchase intention.

Abstract

Corporate social responsibility (CSR) issue that is very important for the firms,
recently has been received the attention of the whole society. Scholars in marketing
fields have asserted the importance of CSR on customers’ purchase intention. The
main purpose of this study is to explore the components of CSR with a new
perspective based on the interests of customers. It also examines the crucial role of
brand reputation and brand love in the relationship between CSR and customer
purchase intention. This study applied the partial least squared estimation (PLS) to
test the hypothesis through the data collected from a questionnaire survey in
Hanoi. The results showed that from the customer perspective, CSR includes the
responsibility to the customers, to the environment and to the community. In
addition, brand reputation and brand love act as mediating roles in the relationship
between CSR and customer purchase intention.

điểm /   đánh giá
Published
2020-11-16
Section
KINH TẾ-XÃ HỘI