Effect of Corporate Social Responsibility on Repurchase Intention
Issue Date:
2023-06-30 01:48:59 (UTC+0)
Abstract:
Corporate social responsibility (CSR) has grown in popularity as a key component of attractive corporate brands. Yet a gap remains in understanding the association between CSR, brand image, brand loyalty, and repurchase intention. This study is an empirical endeavor to provide a framework that will aid in the theoretical comprehension of the relationship between corporate social responsibility, brand image, brand loyalty, and repurchase intention. Structural equation modeling is used to test the proposed research hypotheses. A questionnaire is used as primary data and combines previous studies' instruments, and data is obtained from 221 respondents. The findings indicated that CSR positively affected a company's functional and affective brand image and indicated that CSR had a favorable and significant effect on brand loyalty. However, the study found that CSR has a little direct effect on repurchase intentions. This study helps understand what factors became the primary consideration for the consumer in repurchasing services or products. It also explains and evidence to what extent each variable affects repurchase intention.
