Impact of perceived corporate citizenship on purchase intention: across the fear of COVID-19 during the COVID-19 pandemic
Purpose – This paper examines the direct relationship between perceived corporate citizenship (CC) and purchase intention. This study also tests the mediating role of brand trust (BT), consumer–brand identification (CBI) and the moderating effect of personal norms and fear to coronavirus disease 201...
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| Format: | Article |
| Language: | English |
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Emerald Publishing
2022-06-01
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| Series: | South Asian Journal of Marketing |
| Subjects: | |
| Online Access: | https://www.emerald.com/insight/content/doi/10.1108/SAJM-10-2021-0117/full/pdf?title=impact-of-perceived-corporate-citizenship-on-purchase-intention-across-the-fear-of-covid-19-during-the-covid-19-pandemic |
| _version_ | 1817985789985816576 |
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| author | H.A. Dimuthu Maduranga Arachchi R.A. Sudath Weerasiri Trevor Mendis |
| author_facet | H.A. Dimuthu Maduranga Arachchi R.A. Sudath Weerasiri Trevor Mendis |
| author_sort | H.A. Dimuthu Maduranga Arachchi |
| collection | DOAJ |
| description | Purpose – This paper examines the direct relationship between perceived corporate citizenship (CC) and purchase intention. This study also tests the mediating role of brand trust (BT), consumer–brand identification (CBI) and the moderating effect of personal norms and fear to coronavirus disease 2019 (COVID-19) by contributing social exchange theory (SET), brand relationship theory, social cognitive theory (SCT) and fear appeal theory. 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 partial least squares (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 approach. In addition, personal norms and fear to COVID-19 have a significant impact on the relationships between perceived CC on purchase intention, BT 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 COVID-19 pandemic. Originality/value – The current study is perhaps the first to investigate the impact of perceived CC on purchase intention across BT, CBI, personal norms and fear to COVID-19 in the retail industry, period of COVID-19 pandemic. The study also makes some significant theoretical contributions and previously did not shed light on customer behaviour in this context. |
| first_indexed | 2024-04-14T00:01:30Z |
| format | Article |
| id | doaj.art-9d0918d24c624f868a1c7ae4cba73aa2 |
| institution | Directory Open Access Journal |
| issn | 2719-2377 2738-2486 |
| language | English |
| last_indexed | 2024-04-14T00:01:30Z |
| publishDate | 2022-06-01 |
| publisher | Emerald Publishing |
| record_format | Article |
| series | South Asian Journal of Marketing |
| spelling | doaj.art-9d0918d24c624f868a1c7ae4cba73aa22022-12-22T02:23:41ZengEmerald PublishingSouth Asian Journal of Marketing2719-23772738-24862022-06-0131385910.1108/SAJM-10-2021-0117683676Impact of perceived corporate citizenship on purchase intention: across the fear of COVID-19 during the COVID-19 pandemicH.A. Dimuthu Maduranga Arachchi0R.A. Sudath Weerasiri1Trevor Mendis2Department of Trade and Investment Policy, Ministry of Finance, Colombo, Sri LankaDepartment of Marketing Management, University of Kelaniya, Kelaniya, Sri LankaPostgraduate Institute of Management (PIM), Universtiy of Sri Jayewardenepura, Colombo, Sri LankaPurpose – This paper examines the direct relationship between perceived corporate citizenship (CC) and purchase intention. This study also tests the mediating role of brand trust (BT), consumer–brand identification (CBI) and the moderating effect of personal norms and fear to coronavirus disease 2019 (COVID-19) by contributing social exchange theory (SET), brand relationship theory, social cognitive theory (SCT) and fear appeal theory. 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 partial least squares (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 approach. In addition, personal norms and fear to COVID-19 have a significant impact on the relationships between perceived CC on purchase intention, BT 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 COVID-19 pandemic. Originality/value – The current study is perhaps the first to investigate the impact of perceived CC on purchase intention across BT, CBI, personal norms and fear to COVID-19 in the retail industry, period of COVID-19 pandemic. The study also makes some significant theoretical contributions and previously did not shed light on customer behaviour in this context.https://www.emerald.com/insight/content/doi/10.1108/SAJM-10-2021-0117/full/pdf?title=impact-of-perceived-corporate-citizenship-on-purchase-intention-across-the-fear-of-covid-19-during-the-covid-19-pandemicperceived corporate citizenshippurchase intentionbrand trustconsumer–brand identificationpersonal normsfear to covid-19retailsocial responsibility |
| spellingShingle | H.A. Dimuthu Maduranga Arachchi R.A. Sudath Weerasiri Trevor Mendis Impact of perceived corporate citizenship on purchase intention: across the fear of COVID-19 during the COVID-19 pandemic South Asian Journal of Marketing perceived corporate citizenship purchase intention brand trust consumer–brand identification personal norms fear to covid-19 retail social responsibility |
| title | Impact of perceived corporate citizenship on purchase intention: across the fear of COVID-19 during the COVID-19 pandemic |
| title_full | Impact of perceived corporate citizenship on purchase intention: across the fear of COVID-19 during the COVID-19 pandemic |
| title_fullStr | Impact of perceived corporate citizenship on purchase intention: across the fear of COVID-19 during the COVID-19 pandemic |
| title_full_unstemmed | Impact of perceived corporate citizenship on purchase intention: across the fear of COVID-19 during the COVID-19 pandemic |
| title_short | Impact of perceived corporate citizenship on purchase intention: across the fear of COVID-19 during the COVID-19 pandemic |
| title_sort | impact of perceived corporate citizenship on purchase intention across the fear of covid 19 during the covid 19 pandemic |
| topic | perceived corporate citizenship purchase intention brand trust consumer–brand identification personal norms fear to covid-19 retail social responsibility |
| url | https://www.emerald.com/insight/content/doi/10.1108/SAJM-10-2021-0117/full/pdf?title=impact-of-perceived-corporate-citizenship-on-purchase-intention-across-the-fear-of-covid-19-during-the-covid-19-pandemic |
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