Would Corporate Social Responsibility Affect Consumers’ Attitudes towards Brand and Purchase Behavior? Buyer-seller Guanxi as the Moderator
Autori:
Tung-Ju WU, Hsien-Tang TSAI, Yu-Nan TAI
Cod: ISSN: 1583-3410 (print), ISSN: 1584-5397 (electronic)
Dimensiuni: pp. 272-287
How to cite this article:Wu, T.J., Tsai, H.T., Tai, Y.N. (2016). Would Corporate Social Responsibility Affect Consumers’ Attitudes towards Brand and Purchase Behavior? Buyer-seller Guanxi as the Moderator. Revista de Cercetare si Interventie Sociala, 53, 272-287. |
Abstract:
Corporate social responsibility is a critical strategy for enterprises proceeding
marketing planning on either brand promotion or image building. Nevertheless,
the past research on corporate social responsibility rarely mentioned about the
effect on purchase intention. Attitudes towards brand, brand image, and consumers’
purchase intention are integrated in this study to construct the major
research model, and a scale is developed from the special perspective of Chinese
culture to measure the buyer-seller guanxi between enterprises and customers.
Aiming at the coffee shop chain of Starbucks, the consumers are proceeded the
questionnaire survey, and total 673 valid copies of questionnaire are retrieved.
The SEM analysis results show significantly positive relations between corporate
social responsibility and purchase intention, partially mediating effects of attitudes
towards brand and brand image on the relations between corporate social responsibility
and purchase intention, and moderating effects of buyer-seller guanxi
on the relations between corporate social responsibility and purchase intention.
Corporate social responsibility should not simply stress on the external activities
of an enterprise, but should also pay attention to internal employees’ working
environment and training. It is suggested that an enterprise exchanging consumers
with emotional appeal to have consumers understand that they do not simply
acquire favorable products or services from the enterprise, but also realize the
mission and goals of the enterprise.
Keywords:
corporate social responsibility, attitudes towards brand, brand image, buyer-seller guanxi, purchase intention.
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