Is corporate social responsibility a determinant of purchase intention? : a case study of Ncell Nepal
Is corporate social responsibility a determinant of purchase intention? : a case study of Ncell Nepal
Published date
2015
Resource type
Publisher
ISBN
ISSN
DOI
Call no.
Other identifier(s)
Edition
Copyrighted date
Language
eng
File type
application/pdf
Extent
12 pages
Other title(s)
Authors
Advisor
Other Contributor(s)
Citation
International Research E-Journal on Business and Economics 1, 1 (May 2015), 49-60
Degree name
Degree level
Degree discipline
Degree department
Degree grantor
Abstract
This study investigates the relationship between Corporate Social Responsibility (CSR) activities performed by a company and its behavioral effects on customer behavior indicators namely: brand image, perceived price fairness, awareness of CSR, and purchase intention. This study also takes into account perceived service quality and its influence on customer purchase intention. The researcher surveyed about 401 respondents of generation Y in Nepal. Structural Equation Modeling was applied for the data analysis. The results showed that there exists a relationship between corporate social responsibility, perceived price fairness, brand image and purchase intention. However, the research uncovered that there exists a negative relationship between awareness of CSR and purchase intention, and that perceived service quality affects purchase intention in a positive manner.