Analyzing the Impact of Corporate Social Responsibility on Consumers’ Behavioral Intentions (Consumers’ Perspective of Giti Pasand Company in Isfahan)

 

Volume 4, Issue 3, Number 4, Pages 54-67, Published Online July 20, 2016

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Author(s):

Dr. Hosein Rezaei Dolatabadi and Reza Askari Khoshooei

ABSTRACT:

Since the mid-1990s, the world has experienced an increasing public attention towards corporates social responsibility. Hence, considering the importance of corporate social responsibility actions and huge costs of these actions, this study tends to criticize and investigate the effect of these actions on consumers’ behavioral intentions, customer satisfaction and brand equity.
In terms of its purpose, this study can be considered as an applied research and by its nature and research methodology, it is a Descriptive-correlational research. Statistical population of this study is consist of customers of Giti Pasand Company. In this study the sample had been 296 selected by combined sampling method. For determining the reliability of the questionnaire, Cronbach’s coefficient Alpha was used and its calculated value for each measure was above 0.7. The hypotheses were tested by structural equation modeling in the SPSS and Amos.
Findings show that CSR has positive effect on customer satisfaction and brand equity and also customer satisfaction and brand equity have positive impact on consumers’ behavioral intentions. But there was no significant relationship between CSR and consumers’ behavioral intentions.

KEYWORDS:

Corporate social responsibility, consumer’s behavioral intentions, brand equity, customer satisfaction

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