Cargando…

Struggling With Business Corporate Cynical Impression? Powerful Methods of CSR to Enhance Corporate Image and Consumer Purchase Intention

This study focuses on the perception of Chinese students about the image of the company and their purchase intention if the organization has a business cynical impression in the minds of its targeted customers. The study proposed three different types of corporate social responsibility (CSR) to cope...

Descripción completa

Detalles Bibliográficos
Autores principales: Avotra, Andrianarivo Andriandafiarisoa Ralison Ny, Chengang, Ye, Wei, Xu, Ming, Jiang, Marcelline, Tsimisaraka Raymondo Sandra
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Frontiers Media S.A. 2021
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8446375/
https://www.ncbi.nlm.nih.gov/pubmed/34540793
http://dx.doi.org/10.3389/fpubh.2021.726727
_version_ 1784568856475336704
author Avotra, Andrianarivo Andriandafiarisoa Ralison Ny
Chengang, Ye
Wei, Xu
Ming, Jiang
Marcelline, Tsimisaraka Raymondo Sandra
author_facet Avotra, Andrianarivo Andriandafiarisoa Ralison Ny
Chengang, Ye
Wei, Xu
Ming, Jiang
Marcelline, Tsimisaraka Raymondo Sandra
author_sort Avotra, Andrianarivo Andriandafiarisoa Ralison Ny
collection PubMed
description This study focuses on the perception of Chinese students about the image of the company and their purchase intention if the organization has a business cynical impression in the minds of its targeted customers. The study proposed three different types of corporate social responsibility (CSR) to cope up with the organizational cynical impression. These types are Economic and Legal CSR, Philanthropic CSR, and Ethical CSR. The main objective of this study is to determine which CSR type is better to reduce the corporate cynical impression on corporate image and the purchase intentions of consumers. In the study design, the bootstrap approach and AMOS 24 were employed to deal with mediation. The researchers recruited 500 individuals from different educational institutions in China using a simple random selection process. The outcomes of this study indicated that all three types of CSR are successful in mitigating the detrimental effects of corporate cynicism on the image of a firm and the purchase intentions of consumers. A more effective technique of boosting the corporate image of a company and purchase intention of a consumer is via charitable CSR, which may help restore the image of a company and the purchase intention of a consumer that has been affected by corporate cynicism among its target customers.
format Online
Article
Text
id pubmed-8446375
institution National Center for Biotechnology Information
language English
publishDate 2021
publisher Frontiers Media S.A.
record_format MEDLINE/PubMed
spelling pubmed-84463752021-09-18 Struggling With Business Corporate Cynical Impression? Powerful Methods of CSR to Enhance Corporate Image and Consumer Purchase Intention Avotra, Andrianarivo Andriandafiarisoa Ralison Ny Chengang, Ye Wei, Xu Ming, Jiang Marcelline, Tsimisaraka Raymondo Sandra Front Public Health Public Health This study focuses on the perception of Chinese students about the image of the company and their purchase intention if the organization has a business cynical impression in the minds of its targeted customers. The study proposed three different types of corporate social responsibility (CSR) to cope up with the organizational cynical impression. These types are Economic and Legal CSR, Philanthropic CSR, and Ethical CSR. The main objective of this study is to determine which CSR type is better to reduce the corporate cynical impression on corporate image and the purchase intentions of consumers. In the study design, the bootstrap approach and AMOS 24 were employed to deal with mediation. The researchers recruited 500 individuals from different educational institutions in China using a simple random selection process. The outcomes of this study indicated that all three types of CSR are successful in mitigating the detrimental effects of corporate cynicism on the image of a firm and the purchase intentions of consumers. A more effective technique of boosting the corporate image of a company and purchase intention of a consumer is via charitable CSR, which may help restore the image of a company and the purchase intention of a consumer that has been affected by corporate cynicism among its target customers. Frontiers Media S.A. 2021-09-03 /pmc/articles/PMC8446375/ /pubmed/34540793 http://dx.doi.org/10.3389/fpubh.2021.726727 Text en Copyright © 2021 Avotra, Chengang, Wei, Ming and Marcelline. https://creativecommons.org/licenses/by/4.0/This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms.
spellingShingle Public Health
Avotra, Andrianarivo Andriandafiarisoa Ralison Ny
Chengang, Ye
Wei, Xu
Ming, Jiang
Marcelline, Tsimisaraka Raymondo Sandra
Struggling With Business Corporate Cynical Impression? Powerful Methods of CSR to Enhance Corporate Image and Consumer Purchase Intention
title Struggling With Business Corporate Cynical Impression? Powerful Methods of CSR to Enhance Corporate Image and Consumer Purchase Intention
title_full Struggling With Business Corporate Cynical Impression? Powerful Methods of CSR to Enhance Corporate Image and Consumer Purchase Intention
title_fullStr Struggling With Business Corporate Cynical Impression? Powerful Methods of CSR to Enhance Corporate Image and Consumer Purchase Intention
title_full_unstemmed Struggling With Business Corporate Cynical Impression? Powerful Methods of CSR to Enhance Corporate Image and Consumer Purchase Intention
title_short Struggling With Business Corporate Cynical Impression? Powerful Methods of CSR to Enhance Corporate Image and Consumer Purchase Intention
title_sort struggling with business corporate cynical impression? powerful methods of csr to enhance corporate image and consumer purchase intention
topic Public Health
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8446375/
https://www.ncbi.nlm.nih.gov/pubmed/34540793
http://dx.doi.org/10.3389/fpubh.2021.726727
work_keys_str_mv AT avotraandrianarivoandriandafiarisoaralisonny strugglingwithbusinesscorporatecynicalimpressionpowerfulmethodsofcsrtoenhancecorporateimageandconsumerpurchaseintention
AT chengangye strugglingwithbusinesscorporatecynicalimpressionpowerfulmethodsofcsrtoenhancecorporateimageandconsumerpurchaseintention
AT weixu strugglingwithbusinesscorporatecynicalimpressionpowerfulmethodsofcsrtoenhancecorporateimageandconsumerpurchaseintention
AT mingjiang strugglingwithbusinesscorporatecynicalimpressionpowerfulmethodsofcsrtoenhancecorporateimageandconsumerpurchaseintention
AT marcellinetsimisarakaraymondosandra strugglingwithbusinesscorporatecynicalimpressionpowerfulmethodsofcsrtoenhancecorporateimageandconsumerpurchaseintention