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Does perceived corporate citizenship affect on purchasing intention during the COVID-19 pandemic? Across the mediation impact of brand trust and consumer–brand relationship

Does perceived corporate citizenship affect on purchasing intention during the COVID-19 pandemic?... This paper is to examine the direct relationship between perceived corporate citizenship (CC) and purchase intention (PI). This study also tests the mediating role of brand trust (BT), consumer–brand identification (CBI) and the moderating effect of personal norms by a contribution of social exchange theory, brand relationship theory and social cognitive theory (SCT).Design/methodology/approachQuantitative research was carried out by means of a survey with a sample of 411 regular consumers who work for national retail brands, where the unit of analysis was an individual. The study analysed the data to test the research hypotheses using SPSS and Smart PLS.FindingsThis study found a significant positive impact of perceived CC on purchase intention (direct path), and furthermore, a partial mediation was shown for the indirect path. In addition, personal norms have a significant impact on the relationships between perceived CC on purchase intention, brand trust on purchase intention and CBI on purchase intention.Practical implicationsThis study provides useful insights for managers to implement CC strategies to enhance consumer purchase intention and brand relationship in the retail sector within the coronavirus disease 2019 (COVID-19) pandemic.Originality/valueThe current study is perhaps the first to investigate the impact of perceived CC on purchase intention across the BT, CBI and personal norms in the retail industry, period of COVID-19 pandemic. The study also makes some important theoretical contributions and previously not shed light on customer behaviour in this context. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png IIM Ranchi journal of management studies Emerald Publishing

Does perceived corporate citizenship affect on purchasing intention during the COVID-19 pandemic? Across the mediation impact of brand trust and consumer–brand relationship

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Does perceived corporate citizenship affect on purchasing intention during the COVID-19 pandemic? Across the mediation impact of brand trust and consumer–brand relationship

Arachchi, H.A. Dimuthu Maduranga
IIM Ranchi journal of management studies , Volume 1 (2): 21 – Sep 20, 2022

Abstract

This paper is to examine the direct relationship between perceived corporate citizenship (CC) and purchase intention (PI). This study also tests the mediating role of brand trust (BT), consumer–brand identification (CBI) and the moderating effect of personal norms by a contribution of social exchange theory, brand relationship theory and social cognitive theory (SCT).Design/methodology/approachQuantitative research was carried out by means of a survey with a sample of 411 regular consumers who work for national retail brands, where the unit of analysis was an individual. The study analysed the data to test the research hypotheses using SPSS and Smart PLS.FindingsThis study found a significant positive impact of perceived CC on purchase intention (direct path), and furthermore, a partial mediation was shown for the indirect path. In addition, personal norms have a significant impact on the relationships between perceived CC on purchase intention, brand trust on purchase intention and CBI on purchase intention.Practical implicationsThis study provides useful insights for managers to implement CC strategies to enhance consumer purchase intention and brand relationship in the retail sector within the coronavirus disease 2019 (COVID-19) pandemic.Originality/valueThe current study is perhaps the first to investigate the impact of perceived CC on purchase intention across the BT, CBI and personal norms in the retail industry, period of COVID-19 pandemic. The study also makes some important theoretical contributions and previously not shed light on customer behaviour in this context.

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Publisher
Emerald Publishing
Copyright
© H.A. Dimuthu Maduranga Arachchi
ISSN
2754-0138
eISSN
2754-0146
DOI
10.1108/irjms-10-2021-0136
Publisher site
See Article on Publisher Site

Abstract

This paper is to examine the direct relationship between perceived corporate citizenship (CC) and purchase intention (PI). This study also tests the mediating role of brand trust (BT), consumer–brand identification (CBI) and the moderating effect of personal norms by a contribution of social exchange theory, brand relationship theory and social cognitive theory (SCT).Design/methodology/approachQuantitative research was carried out by means of a survey with a sample of 411 regular consumers who work for national retail brands, where the unit of analysis was an individual. The study analysed the data to test the research hypotheses using SPSS and Smart PLS.FindingsThis study found a significant positive impact of perceived CC on purchase intention (direct path), and furthermore, a partial mediation was shown for the indirect path. In addition, personal norms have a significant impact on the relationships between perceived CC on purchase intention, brand trust on purchase intention and CBI on purchase intention.Practical implicationsThis study provides useful insights for managers to implement CC strategies to enhance consumer purchase intention and brand relationship in the retail sector within the coronavirus disease 2019 (COVID-19) pandemic.Originality/valueThe current study is perhaps the first to investigate the impact of perceived CC on purchase intention across the BT, CBI and personal norms in the retail industry, period of COVID-19 pandemic. The study also makes some important theoretical contributions and previously not shed light on customer behaviour in this context.

Journal

IIM Ranchi journal of management studies – Emerald Publishing

Published: Sep 20, 2022

Keywords: Perceived corporate citizenship; Purchase intention; Brand trust; Consumer – brand identification; Personal norms; COVID-19; Retail; Social responsibility

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