Consumer's response to CSR activities: Mediating role of brand image and brand attitude

Abstract

Corporate social responsibility (CSR) is a well-touted term in management disciplines that connects the business goals and societal values. CSR is used as a strategic approach that gives competitive differentiation through coagulation of both business and overarching societal goals. Organizations believe that goodwill created by CSR activities bestows the strategic competitive advantage and sustainable development.The objective of the study is to measure the impact of CSR activities on purchase intention either directly or indirectly; for this purpose, the study has administered a structured questionnaire and collected responses from Indian citizens purchasing products from FMCG companies topping the CSR spending list and used structural equation modeling to validate the results. The findings suggest that customers process CSR details unconsciously and may not remember the explicit detail, but they are more likely to include the brand in the consideration set evokedby positive attitudes trailing behind.

The perception of corporate social responsibility and employee engagement: Examining the underlying mechanism

“…The study model was analyzed using partial least squares SEM (PLS-SEM) with the help of SmartPLS Version 3.2, one of the most popular statistical software (Ringle, Wende, & Becker, 2015). PLS-SEM has been widely used in marketing and management studies (Andalib Ardakani & Soltanmohammadi, 2019;Bernal-Conesa, de Nieves Nieto, & Briones-Peñalver, 2017;Afzal, Shao, Sajid, & Afzal, 2018;Farrukh, Ting, Shahzad, & Hua, 2018;Farrukh, Lee, Sajid, & Waheed, 2019;Farrukh, Sajid, Zareen, & Khalid, 2019;Khan, Ali, Olya, Zulqarnain, & Khan, 2018;Peralta, Carrillo-Hermosilla, & Crecente, 2019;Ramesh, Saha, Goswami, & Dahiya, 2019). Moreover, PLS-SEM approach is recommended when the theoretical underpinning about a topic is limited.…”

A study of corporate social responsibility practices of the top Bombay Stock Exchange 500 companies in India and their alignment with the Sustainable Development Goals

“…The reason for the same could be attributed to either the governmental regulations' or perceptions and pressure from other stakeholders and hence a compulsion to sustain themselves. As discussed in the literature (Kim, Kim, & Kim, ; Mishra & Mohanty, ; Ramesh, Saha, Goswami, & Dahiya, ; Sharma & Kiran, ; Shnayder, Van Rijnsoever, & Hekkert, ), CSR activities are primarily undertaken by companies to enhance its brand image in the eyes of customers. However, in sectors with the more direct end, consumer interaction is not triggering the CSR spent in Indian corporate set‐up.…”

Consumer motivations to purchase from benefit corporations (B Corps)

“…Recent studies have investigated consumer preferences for corporate social responsibility (CSR) initiatives (Golob, Podnar, Koklic, & Zabkar, ; Lerro, Vecchio, Caracciolo, Pascucci, & Cembalo, ; Nam & Hwang, ; Ramesh, Saha, Goswami, Sekar, & Dahiya, ). Consumers consider CSR practices in their preferences and purchase decisions (Jones III, Reilly, Cox, & Cole, ; Luo & Bhattacharya, ; Mohr & Webb, ; Öberseder, Schlegelmilch, Murphy, & Gruber, ; Perera & Chaminda, ), and their willingness to pay a premium price (Lerro et al, ).…”