The study attempted to explain the role of regional identity on the relationship between perceived corporate social responsibility (PCSR) and purchase intention through customer satisfaction and brand loyalty in South and Southeast Asian regions during the Coronavirus Disease 2019 (COVID-19) pandemic. A quantitative research was conducted with a survey including a sample of 3,870 regular retail customers from six countries in South and Southeast Asia. The data were analysed to test the hypotheses using SmartPLS. It found a significant and positive chain relationship between PCSR, satisfaction, brand loyalty and purchase intention in all six countries. In a comparative analysis, regional identity significantly, strongly and positively moderated the relationship in India and Pakistan except Sri Lanka while regional identity significantly and positively but weakly moderated the relationship in Malaysia, Indonesia and Thailand. The study is the first investigation to discover dynamic role of customers’ regional identity in making impactful CSR in a pandemic. It also made several theoretical and managerial implications with future research insights on retail consumer behaviour.

PurposeThis 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.

Purpose This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y’s attitude towards the brand and the moderating effect of their attitude towards CSR. Design/methodology/approach This study tested the model with a sample of 392 generation Y consumers using Smart partial least squares (PLS)-structural equation modelling. Findings Brand attitude partially mediates the positive influence of perceived CSR (PCSR) on purchase intention. Gen Y’s attitude towards CSR increases the impact of PCSR on brand attitude and purchase intention. Practical implications To multiply the effects of CSR and brand attitude, retail marketing managers can develop strategies that strengthen the links between awareness, knowledge, brand affection and purchase intent by encouraging Gen Y consumers to engage with the brand’s CSR strategy. Originality/value This study advances the literature on CSR and consumer behaviour by providing an integrated view of the hierarchy of effects model and a generational cohort perspective in predicting purchase intention. sponsabilidad social corporativa y la actitud hacia la marca en la intención de compra

This study, based on the Theory of Planned Behavior (TPB) and the Generation Cohort Theory, attempts to examine the degree of relationship between Perceived corporate social responsibility and Purchase intention, the mediating role of Brand attitude, and the moderating effect of Generation X and Y on the relationship between Perceived corporate social responsibility and Purchase intention. The study was carried out on quantitative techniques and followed the deductive approach. The data was collected through a structured questionnaire. Stratified Random Sampling was used to gather data, and the final sample consisted of 392 individual consumers. The data was analyzed using the SPSS and Partial Least Squares-Structural Equation Modelling (PLS-SEM) approaches using Smart PLS 3.0. It was found that Perceived corporate social responsibility related significantly to Purchase intention. Moreover, the relationships between Perceived corporate social responsibility and Brand attitude and Brand Attitude and Purchase Intention were significant. Therefore, Brand attitude was found to be a partial mediator and Generation X and Y to be significant moderators of the aforementioned relationship. There were a few limitations in this study which can be examined by future research. One limitation is that the findings of the research was based on one province consisting three districts. Another limitation of this study is that the qualitative and quantitative approaches of this study could have been integrated to yield the mixed method approach through which the findings could have been further clarified, thus enhancing the parameters of the findings. This is the first study empirically investigate of perceived corporate social responsibility on purchase intention: mediating role of brand attitude and moderating role of generation x & y in the Asian context. And also, important for Marketers in Sri Lanka in deciding their marketing strategies catering to different CSR implementation and purchasing patterns in between the genders.

PurposeThis paper examines the direct relationship between perceived corporate citizenship (CC) and purchase intention. This study also tests the mediating role of brand trust (BT), consumer–brand identification (CBI) and the moderating effect of personal norms and fear to coronavirus disease 2019 (COVID-19) by contributing social exchange theory (SET), brand relationship theory, social cognitive theory (SCT) and fear appeal theory.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 partial least squares (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 approach. In addition, personal norms and fear to COVID-19 have a significant impact on the relationships between perceived CC on purchase intention, BT 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 COVID-19 pandemic.Originality/valueThe current study is perhaps the first to investigate the impact of perceived CC on purchase intention across BT, CBI, personal norms and fear to COVID-19 in the retail industry, period of COVID-19 pandemic. The study also makes some significant theoretical contributions and previously did not shed light on customer behaviour in this context.