The Moderating Role of CSR Associations on the Link between Brand Awareness and Purchase Intention

• 발행기관: 한국유통과학회
• 저자명: Xuan Lam HOANG Thi Kim Chi NGUYEN Hoang Mai LY Thu Thuy LUONG Thi Thanh Quy NGUYEN
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 7 No.6, 233~240쪽, 전체 8쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.06.30

영문 초록

This study uses the moderating model to explore the relationships between Corporate Social Responsibility (CSR) associations, brand awareness and consumer purchase intention. Besides investigating the direct effects of CSR associations on brand awareness and consumer purchase intention, this study also focuses on discovering the moderating role of CSR associations on the relationship between brand awareness and consumer purchase intention among Vietnamese students. Adapting scales from previous research, the authors distribute questionnaires to consumers across the country. Then, the validity and reliability are tested via Cronbach’s alpha, Exploratory Factor Analysis (EFA) and Confirmatory Factor Analysis (CFA). Moreover, by employing a meta-analytical path analysis with a sample of 686 consumers, the authors show that CSR associations play an important role in shaping purchase intention among Vietnamese consumers regarding the consumption of organic milk products. Also, CSR associations have a strong effect on brand awareness. However, our study shows that purchase intention is not directly affected by brand awareness. In other words, brand awareness does not mediate the relationship between CSR associations and purchase intention. Interestingly, authors show that CSR associations moderate the link between brand awareness and consumer purchase intention. Based on the research, some recommendations are made to companies that produce organic milk products.

목차

1. Introduction

2. Literature Review

3. Research Methods

4. Results and Discussion

5. Conclusions

References

키워드

CSR Associations Brand Awareness Consumer Purchase Intention