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

H.A. Dimuthu Maduranga Arachchi

IIM Ranchi Journal of Management Studies, 2022, vol. 1, issue 2, 124-144

Abstract: Purpose - 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/approach - Quantitative 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. Findings - This 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 implications - This 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/value - The 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.

Keywords: Perceived corporate citizenship; Purchase intention; Brand trust; Consumer – brand identification; Personal norms; COVID-19; Retail; Social responsibility (search for similar items in EconPapers)
Date: 2022
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:irjmsp:irjms-10-2021-0136

DOI: 10.1108/IRJMS-10-2021-0136

Access Statistics for this article

IIM Ranchi Journal of Management Studies is currently edited by Prof (Dr) Deepak Kumar Srivastava

More articles in IIM Ranchi Journal of Management Studies from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().