Impact of perceived corporate citizenship on purchase intention: across the fear of COVID-19 during the COVID-19 pandemic

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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Bibliographic Details
Main Authors: H.A. Dimuthu Maduranga Arachchi, R.A. Sudath Weerasiri, Trevor Mendis
Format: Article
Language:English
Published: Emerald Publishing 2022-06-01
Series:South Asian Journal of Marketing
Subjects:
perceived corporate citizenship
purchase intention
brand trust
consumer–brand identification
personal norms
fear to covid-19
retail
social responsibility
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

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