Influence of corporate social responsibility on development of corporate reputation and customer purchase intentions

摘要

The concept of corporate social responsibility (CSR) has gained wide consideration in academic field as well as in business world in recent years. Organizations are using CSR to develop competitive advantage and establish congenial relations with its stakeholders. Despite the popularity of CSR in the developed world, the potential benefits of CSR are less emphasized in the developing economies like Pakistan. This study examines the influence of CSR on development of corporate reputation and purchase intentions in the cellular industry of Pakistan. The data has been collected from the respondents regarding their perceptions about CSR actions and its influence on their reputation and customer purchase intentions. Structural equation modeling technique is used to analyze data and test hypotheses. The study found significantly positive influence of CSR on building corporate reputation of doing good and developing customer purchase intentions. The study provides useful recommendations for the policy makers in corporate world. It also contributes towards literature on CSR, Corporate reputation and customer behavior and offer direction for future researchers.