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This study aims to analyse the influence of perceived corporate social responsibility (CSR) on purchase intention; this study also examines the mediating effect of generation Y’s attitude towards the brand and the moderating effect of their attitude towards CSR.

This study tested the model with a sample of 392 generation Y consumers using Smart partial least squares (PLS)-structural equation modelling.

Brand attitude partially mediates the positive influence of perceived CSR (PCSR) on purchase intention. Gen Y’s attitude towards CSR increases the impact of PCSR on brand attitude and purchase intention.

To multiply the effects of CSR and brand attitude, retail marketing managers can develop strategies that strengthen the links between awareness, knowledge, brand affection and purchase intent by encouraging Gen Y consumers to engage with the brand’s CSR strategy.

This study advances the literature on CSR and consumer behaviour by providing an integrated view of the hierarchy of effects model and a generational cohort perspective in predicting purchase intention.

sponsabilidad social corporativa y la actitud hacia la marca en la intención de compra

el estudio analiza la influencia de la responsabilidad social corporativa (RSC) percibida sobre la intención de compra. De igual forma, se analizan el efecto mediador de la actitud hacia la marca y el efecto moderador de la actitud hacia la RSC de la Generación Y.

el modelo se contrastó con una muestra de 392 consumidores de la generación Y utilizando SMART PLS-SEM.

la actitud hacia la marca media parcialmente la influencia positiva entre la RSC percibida y la intención de compra. La actitud de la Gen Y hacia la RSC multiplica el impacto de la RSC percibida sobre la actitud hacia la marca y sobre la intención de compra.

con la finalidad de multiplicar los efectos de la RSC y de la actitud hacia la marca, los directivos del marketing minorista pueden desarrollar estrategias que refuercen los vínculos entre concienciación, conocimiento, afecto por la marca e intención de compra fomentando la implicación de los consumidores de la generación Y con la estrategia de RSC de la marca.

El estudio avanza en la literatura sobre RSC y comportamiento del consumidor al ofrecer una perspectiva integrada del modelo de jerarquía de efectos (HOE) y la perspectiva de cohortes generacionales en la predicción de la intención de compra.

本研究分析了感知到的企业社会责任对购买意向的影响。同样, 我们也分析了Y世代的品牌态度的中介效应和企业社会责任态度的调节效应。

使用SMART PLS-SEM对392名Y世代消费者的样本进行了模型测试。

品牌态度部分调解了感知的企业社会责任和购买意向之间的积极影响。Y一代对企业社会责任的态度使感知到的企业社会责任对品牌态度和购买意向的影响倍增。

为了使企业社会责任和品牌态度的效果倍增, 零售业营销人员可以制定战略, 通过鼓励Y一代消费者参与品牌的企业社会责任战略, 加强意识、知识、品牌喜爱和购买意向之间的联系。

This study aims to explore the effects of consumer resilience and brand familiarity on the relationship between corporate social responsibility (CSR) and consumer attitudes toward the company conducting CSR in places that have suffered from traumatic events such as natural or anthropogenic disasters and uncertainty of public health issue.

This study collected survey-based data from 194 participants who suffered from natural and anthropogenic disasters in the state of Texas. Path analysis was used to test each structural relationship among variables after verifying the reliability and validity of each variable. Analysis of variance was used to investigate the difference in resilience between the two groups.

This study verified that there is a positive relationship between CSR and consumer attitude. More importantly, the results show that both resilience and familiarity play an important role as a mediator in the relationship between CSR and attitudes. In particular, it tells us that a group with high resilience shows a higher possibility of having positive attitudes toward the company than another group having low resilience.

This study empirically tested the impacts of CSR, resilience and brand familiarity on building consumer attitudes. Furthermore, this study explored the effects of resilience and brand familiarity on the relationship between CSR and attitudes. Thus, this study was able to contribute to understanding the effects of CSR, resilience and familiarity on building a positive attitude in the specific settings, in terms of traumatic events, theoretically and practically.

The purpose of this paper is to examine the impact of cultural factors on environmental CSR attitudes and purchase intentions among publics in a developed (USA) country and a developing (India) country.

Using a 2 (location of the company: India vs USA) × 2 (location of the CSR activity: India vs USA) between-subjects experimental design, the study examines individuals’ attitudes and behavioral intentions toward a company’s environmental CSR activities in each respective country.

Two structural equation models were created for US publics and Indian publics. Results indicated that cultural factors, specifically the uncertainty avoidance dimension, play an important role among both Indian and US residents’ attitudes toward a company’s environmental CSR efforts and their intention to purchase its products/services. Among Indians, the power distance dimension acted as a mediating factor.

This study is novel in its examination of the impact of cultural factors among residents in India and the USA. This information can be utilized by multinational companies to implement effective CSR activities and enhancing their global CSR communication efforts.

This research aims to probe the relevance of CSR by testing the relations among consumers' attitudes toward firms' advertising disclosures, attitudes toward CSR practices, perceived trust toward firms, attitudes toward firms, and behavioral intentions.

This study uses an online survey with a convenient sampling consisting of college students. In particular, this study uses mobile phone companies' advertising disclosures in general as the focus of its survey questions.

The results reveal that consumers' positive attitudes toward firms' advertising disclosures enhance their attitudes toward firms' CSR practices and perceived trust toward firms, whereas consumers' attitudes toward CSR practices mediate the effect of their attitudes toward advertising disclosures on enhancing their perceived trust toward firms. Moreover, consumers' attitudes toward firms mediate the effect of their perceived trust toward firms on enhancing their behavioral intentions.

Despite the inherent limitations of this study, which have to be confirmed in future research, the results may encourage firms to practice their advertising disclosures responsibly. Moreover, the results of this study may help investigate the extent to which firms may benefit from reinforcing their advertising disclosures.

This paper adds value to the existing literature on CSR and promotes the effective management of socially responsible business through implementing more responsible advertising practices.

This paper aims to test the relations among consumers' attitudes toward disclosures in credit card issuers' print ads, attitudes toward credit card issuers' CSR practices, and attitudes toward credit card issuers in general, with a survey study.

A survey study with a convenient sampling consisting of college students is used to test the relations among consumers' attitudes toward disclosures in credit card issuers' print ads, attitudes toward credit card issuers' CSR practices, and attitudes toward credit card issuers in general.

The results suggest that students' positive attitudes toward disclosures positively enhance their attitudes toward credit card issuers and credit card issuers' CSR practices. More importantly, students' attitudes toward credit card issuers' CSR practices mediate their attitudes toward disclosures on enhancing their attitudes toward credit card issuers.

Disclosures are increasingly common in advertisements for a range of products, including banking, cigarettes, over‐the‐counter drugs, and diet products. Thus, the study's results can also be applicable for corporations that advertise financial and health‐related product or services. Despite the inherent limitations of this study (e.g. context‐specific, convenience sample, and limited product types) that have to be confirmed in future research, future research should examine the relationship between various practices of disclosures and different aspects of CSR practices.

Based on this study's results, credit card issuers should improve their practices of disclosures and communicate their disclosures better to college students. Since a positive relationship between consumer responses and CSR practices is evident, projecting good CSR practices can also enhance credit card issuers' corporate images.

The paper primarily studies the impact of advertising disclosures and CSR practices on corporate image from college students' perspective. The research adds value to the existing literature on CSR, which is important to both academic researchers and practitioners.

Corporate social responsibility (CSR) campaigns have become increasingly popular among fashion apparel brands to reduce environmental impacts of their operations and position themselves as sustainable. In light of attribution theory, this paper aims to investigate how aspects of a CSR campaign affect consumers’ perceptions of brand authenticity, brand attitudes and CSR attitudes.

This research is based on a 2 (brand image: sustainable vs disposable brand) × 2 (message source: brand website vs news article) between-subjects experimental design with random assignment to conditions and manipulation checks.

When exposed to messages about CSR campaigns, consumers have more favorable perceptions of brand authenticity, brand attitudes and CSR attitudes for a sustainable brand than for a disposable brand, particularly when consumers view information about a CSR campaign on the brand’s website. However, this is not true for disposable brands when CSR campaigns are promoted through a news source.

Sustainable brands can derive benefits by strategically partnering with causes through CSR campaigns, particularly when their campaigns are promoted through their brand’s website (vs news source). However, brands that offer disposable products (e.g. fast fashion brands) should exercise caution when implementing these campaigns; CSR campaigns may confuse customers as they do not align with the everyday practices of disposable brands.

As the apparel industry faces increased scrutiny for negative impacts on the environment, this study helps to understand whether customers perceive CSR campaigns as trustworthy and authentic, or as ploys aimed at creating more positive brand images.

This study aims to examine how tourism impacts on local community, managers’ attachment to the community and their identification with the value of heritage resources influence managers’ corporate social responsibility (CSR) attitudes, utilizing the value identification and agency theories.

The proposed hypotheses were tested utilizing cross-sectional data collected from 228 managers of a plethora of travel and tourism companies that operate at a UNESCO World Heritage site in China. A structured questionnaire was administered in person in managers’ offices by a team of trained research assistants. A total of 202 valid surveys were included in the data analysis. A two-step structural equation modeling (SEM) approach was used to first examine the psychometric properties of the measurement model, and then test the causal relationships proposed in the structural model.

The findings indicate that managers’ place attachment, their heritage value identification and their perceptions of positive tourism impacts affect their CSR attitudes. However, the negative effects of tourism do not significantly influence CSR attitudes. Data collected through open-ended questions incorporated in the structured survey have provided justification for the insignificant relationship.

CSR perceptions of managers, especially those at heritage sites, have not received much attention from tourism scholars. Because travel and tourism companies at heritage sites are integral in the preservation and conservation of heritage sites while managers of those companies are the ones who initiate and implement socially responsible policies and practices, it is important to understand the factors that may influence those managers’ CSR attitudes and behaviors.

This study seeks to examine how consumers perceive the visually primed disclosure in a pharmaceutical company's advertisement and form their attitudes toward the disclosure, perceived corporate social responsibility (CSR) practices and attitudes toward the pharmaceutical company.

An online study with a convenient sampling consisting of college students is used to manipulate the visual communication of a pharmaceutical company's advertising disclosure for the purpose of examining the effects of visually primed advertising disclosure on attitude toward the disclosure, perceived CSR practices, and attitude toward the pharmaceutical company.

The results reveal that a visually primed disclosure affects consumers' attitudes toward the disclosure positively. Visual priming also enhances consumers' perceived CSR practices and attitudes toward the company. This is evident as the impact of attitude toward the disclosure on attitude toward the company is mediated by perceived CSR practices.

Pharmaceutical companies should improve their advertising disclosure practices by enhancing visual communications of their advertising disclosures. Since a mediating relationship between attitude toward the disclosure and attitude toward the pharmaceutical company is materialized by perceived CSR practices, visually primed advertising disclosures perceived as socially responsible practices can facilitate advertising effectiveness and enhance consumers' attitudes toward the pharmaceutical company.

This paper adds value to the existing literature on pharmaceutical marketing and CSR practices, and promotes the effective management of advertising disclosures by reinforcing their communications through visual priming.

The purpose of this paper is to explore the attitudes and perceptions of senior managers in Bangladesh with regard to corporate social responsibility (CSR), focusing on the impact of CSR promotional programmes in fostering an affirmative view of sustainable development. This issue has special significance in a country that is one of the fastest growing economies in south Asia and also particularly vulnerable to the effects of climate change.

Data were collected through semi-structured interviews with a diverse group of 32 managers of large enterprises operating in a variety of industries.

The positive attitudes observed suggest that various programmes adopted to promote CSR have had some effect. However, sustainable development and environmental issues tend to remain on the periphery of managers’ understandings and perceptions of CSR.

This study aids understanding of how business managers may respond to CSR promotional campaigns. Further studies in other comparable countries, and in other settings where CSR is poorly established, are encouraged in order to provide more comprehensive insights and overcome the limited sample size of the current study.

While insights to how the managers of local enterprises can be persuaded to become more effectively engaged in CSR are provided, a need to foster a more comprehensive notion of CSR is also identified.

As well as contributing to redressing the strong bias towards developed country settings in CSR research, this research is novel in exploring how CSR promotional efforts may influence the attitudes and perceptions of managers.

Scant research has investigated retail banking customers' reactions to different corporate social responsibility (CSR) initiatives. This study seeks to investigate whether Taiwanese retail banking customers prefer corporate social responsibility (CSR) initiatives that favour themselves or other stakeholder groups (community, environment), and whether these initiatives impact customer attitude and behavioural intentions.

Using an experimental survey design and a snowball sampling technique, 130 Taiwanese banking customers answered questionnaires examining attitude and behaviour in response to three different CSR initiatives.

Customer‐centric initiatives more powerfully impacted banking customers' attitude to the bank and behavioural intentions than environmental or philanthropic initiatives. However, the results were significant only for the difference between customer‐centric and environmental initiatives.

This is the first research examining banking customers' attitude and behaviour in response to different CSR initiatives in a Taiwanese setting. It has implications for banks developing CSR strategies.