Exploring corporate citizenship and purchase intention: Mediating effects of brand trust and corporate identification

Yuan Hui Tsai, Sheng Wuu Joe, Chieh-Peng Lin, Chou Kang Chiu*, Kuei Tzu Shen

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

15 Scopus citations

Abstract

Corporate citizenship represents various organizational activities and status related to the organization's societal and stakeholder obligations. This study develops five different dimensions of corporate citizenship and examines the relationship between the five dimensions and purchase intention by including two key mediators. In the proposed model of this study, purchase intention is indirectly affected by economic, legal, ethical, general philanthropic, and strategic philanthropic citizenship via the mediation of corporate identification and brand trust. Empirical testing using a survey of 353 consumers from various industries confirms most of our hypothesized effects. Last, managerial implications for corporate leaders and limitations of our findings are discussed in depth.

Original languageEnglish
Pages (from-to)361-377
Number of pages17
JournalBusiness Ethics
Volume24
Issue number4
DOIs
StatePublished - 1 Oct 2015

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