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

South Asian Journal of Marketing, 2022-06, Vol.3 (1), p.38-59 [Peer Reviewed Journal]

H.A. Dimuthu Maduranga Arachchi, R.A. Sudath Weerasiri and Trevor Mendis. This work is published under http://creativecommons.org/licences/by/4.0/legalcode (the “License”). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License. ;ISSN: 2719-2377 ;EISSN: 2738-2486 ;DOI: 10.1108/SAJM-10-2021-0117

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  • Title:
    Impact of perceived corporate citizenship on purchase intention: across the fear of COVID-19 during the COVID-19 pandemic
  • Author: HA Dimuthu Maduranga Arachchi ; RA Sudath Weerasiri ; Mendis, Trevor
  • Subjects: brand trust ; consumer–brand identification ; Coronaviruses ; COVID-19 ; fear to covid-19 ; perceived corporate citizenship ; personal norms ; purchase intention ; Purchasing ; retail ; Social responsibility
  • Is Part Of: South Asian Journal of Marketing, 2022-06, Vol.3 (1), p.38-59
  • 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.
  • Publisher: London: Emerald Group Publishing Limited
  • Language: English
  • Identifier: ISSN: 2719-2377
    EISSN: 2738-2486
    DOI: 10.1108/SAJM-10-2021-0117
  • Source: Open Access: DOAJ Directory of Open Access Journals
    AUTh Library subscriptions: ProQuest Central
    Coronavirus Research Database
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