Investigating the effect of perceived social responsibility on brand reputation, brand identification and purchase intention (case of study: golestan company at Shiraz)

• Main Authors: Abolghasem Ebrahimi, Sayyed Moslem Alavialavimoslem, Elahe Pourmourdinii
• Format: Article
• Language: fas
• Published: University of Tehran 2016-11-01
• Series: ‫مدیریت بازرگانی
• Subjects: perceived social responsibility; Brand Reputation; brand identification; Purchase intention
• Online Access: https://jibm.ut.ac.ir/article_60624_7fe66c70abaf3d97255e63c2294b2015.pdf
• ISSN: 2008-5907; 2423-5091

Current study has investigated the effects of perceived social responsibility on brand reputation, brand identification and purchase intention. This applied research falls into the category of descriptive / survey ones. All Golestan brand customers in Shiraz city are considered as statistical population. Among the population, using non-probability sampling method, 384 individuals selected. Validity of Questionnaire confirmed using two approaches including face and content approaches. Questionnaire reliability also tested with Cronbach's alpha (78%) and split half (70%) approaches. Results show that perceived social responsibility could effect on brand reputation and brand identification. On the other hand, the relationship between perceived social responsibility and intention to buy the brand is possible only through brand identification. Another finding revealed that price could moderate the relationship between brand identification and purchase intention.