The Impact of Corporate Social Responsibility on Brand Associations and Purchase Intention: Moderating by Consumer Consuming Origin

• Main Authors: NGUYEN THI THU THAO, 阮氏秋草
• Other Authors: CHEN,HSIU-LI
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/98873349753433214642

碩士 === 銘傳大學 === 企業管理學系 === 104 === Corporate social responsibility (CSR) is inevitable. There is a growing interest among enterprises as well as consumers all over the world regarding CSR. The aim of this study is to examine on how CSR can affect brand associations and purchase intentions. Moreover, consumer consuming origin may have moderating effects among CSR, brand associations and purchase intentions. Two brands were chosen for research base on CSR activities involvement. Two countries were selected to analyze the differences between the market and consumer opinions toward CSR. Developing country Vietnam and developed country Taiwan were tested and compared. The final respondents of this research composed of 600 respondents, from whom 300 were Vietnamese and other 300 were Taiwanese. Each country samples consisted of a half for each brand. This study uses the LISREL technique testing the product – motorcycle of 2 brands: SYM and YAMAHA. In additional on the questionnaire had four types base on different on brand and consuming country. This research found that (i) CSR has significant effects on consumers’ brand associations in Taiwan but not in Vietnam. (ii) For Vietnamese market, companies can emphasize on product quality to improve brand associations of consumers. (iii) Both consumer groups: Taiwanese and Vietnamese are influenced by brand origin towards brand associations. (iv) By increase brand associations, companies can increase customers’ purchase intention. (v) Different consumer consuming origin can lead to different perception and attitude of consumers on CSR, product quality and brand origin.