Supermarkets in Portugal - Corporate Social Responsibility Image, Attitude Towards the Brand and Purchase Intention

Ines V. Pereira

No 123, Apas Papers from Academic Public Administration Studies Archive - APAS

Abstract: Recently, companies developed strategies which may influence their Corporate Social Responsibility (CSR) image. This paper discusses the image of four different supermarkets with stores in Portugal. The research compares CSR image and brand attitude of the four supermarkets. Empirical evidence shows that different supermarkets belonging to the same company have different CSR image and brand attitude. The research also confirms that there is positive correlation between CSR image and attitude towards the brand. Further, the results offer empirical evidence that CSR image and brand attitude influence purchase intention of supermarket brands. Finally, brand purchase intention is highly influenced by attitude towards the brand than CSR image.

Keywords: purchase intention; brand attitude; social responsibility (search for similar items in EconPapers)
Date: 2010-06-09
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