Influence of corporate social responsibility and brand attitude on purchase intention
نویسندگان
چکیده
Purpose This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this also examines mediating effect generation Y’s attitude towards brand and moderating their CSR. Design/methodology/approach tested model with a sample 392 Y consumers using Smart partial least squares (PLS)-structural equation modelling. Findings Brand partially mediates positive CSR (PCSR) intention. Gen increases impact PCSR Practical implications To multiply effects attitude, retail marketing managers can develop strategies that strengthen links between awareness, knowledge, affection intent by encouraging engage brand’s strategy. Originality/value advances literature consumer behaviour providing an integrated view hierarchy generational cohort perspective in predicting sponsabilidad corporativa y la actitud hacia marca en intención de compra
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ژورنال
عنوان ژورنال: Spanish Journal of Marketing - ESIC
سال: 2023
ISSN: ['2444-9709', '2444-9695']
DOI: https://doi.org/10.1108/sjme-12-2021-0224