The Effects of CSR Activities on Brand Attitude and Purchase Intention: The Mediating Role of Corporate Image and Corporate Reputation

2011 ◽  
Vol 25 (2) ◽  
pp. 23-48 ◽  
Author(s):  
Heo, Mi Ok ◽  
ChungKiHan
Keyword(s):  
Corporate Reputation ◽  
Purchase Intention ◽  
Brand Attitude ◽  
Corporate Image ◽  
Mediating Role

scholarly journals The Influence of the Paralympic Sponsorship on Consumers' Purchase Intention: The Mediating Role of Corporate Image

CHOREGIA ◽  
2013 ◽  
Vol 9 (1) ◽  
pp. 25-41 ◽  
Author(s):  
Sang Back Nam ◽  
◽  
Kwang Yong Lee
Keyword(s):  
Purchase Intention ◽  
Corporate Image ◽  
Mediating Role

Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image

2018 ◽  
Vol 22 (3) ◽  
pp. 387-403 ◽  
Author(s):  
Jihyun Lee ◽  
Yuri Lee
Keyword(s):  
Purchase Intention ◽  
Online Survey ◽  
Brand Image ◽  
Corporate Image ◽  
Content Type ◽  
Mediating Role ◽  
The Impact ◽  
A Company ◽  
Corporate Level

Purpose The purpose of this paper is to examine the effect of the corporate social responsibility (CSR) activities of a fashion company with multiple brands. In particular, the aim is to determine the differences in the impact of corporate-level and brand-level CSR. Design/methodology/approach The data were collected using an online survey from the consumer panel of a marketing research firm in South Korea. The subjects were presented with the following stimuli of a fashion company with multiple brands: describing corporate-level CSR activities of a company (n=109) and describing brand-level CSR activities of a company (n=113). After processing the information, the participants were asked to evaluate their reciprocity perception, corporate image, brand image, and purchase intention. Findings Regarding corporate-level CSR, participants’ reciprocity perception positively and directly affected purchase intention. It also positively affected corporate image, and corporate image affected brand image, and brand image positively affected purchase intention. Regarding brand-level CSR, reciprocity perception did not affect purchase intention directly, but positively affected purchase intention through mediation of corporate image. This study found a construct where reciprocity perception influences purchase intention with a mediating role of corporate image and brand image. The effect of reciprocity perception shaped by corporate-level CSR is greater than that shaped by brand-level CSR. Originality/value The outcome of this study provides meaningful insights and practical implications for companies that have multiple brands.

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