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Impact of Perception of Corporate Social Responsibility and Innovation on Consumer Attitude: Mediation Role of Consumer Brand Identification in Southern Fujian, China
Runhan He1, Qingyu Song1 and Jing Wang1
1Xiamen University Tan Kah Kee College, Xiamen 363105, China
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Abstract:
The image shaping and business behavior of enterprises influence their operations. It is helpful for enterprises to promote a virtuous cycle of economic progress and sustainable development based on corporate social responsibility in a healthy and sustainable economic environment. Based on the theories of corporate social responsibility and innovation perception combined with consumer identity, we constructed a model with research hypotheses in multiple dimensions such as economic responsibility, charitable responsibility, consumer responsibility, environmental responsibility, technology innovation, market innovation, consumer brand identity, purchase intention, and word-of-mouth recommendation. Provincial capitals of sub-provincial cities, prefecture- and county-level cities in southern Fujian were explored using the constructed model. The results from the model showed that perception of corporate social responsibility positively impacted the purchase intention and word-of-mouth recommendation of consumers while corporate innovation perception positively affected the purchase intention and word-of-mouth recommendation of consumers. Corporate innovation perception and perception of corporate social responsibility also influenced consumer brand identity positively. Consumer brand identity played a mediating role in the purchase intention and word-of-mouth recommendation as well as in perception of corporate social responsibility and consumer innovation perception.
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Keywords: Corporate social responsibility, Corporate innovation perception, Consumer brand identification
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Received:August 20, 2023; Revised:September 01, 2023; Accepted:September 20, 2023; Published:September 30, 2023
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*Corresponding author; e-mail: wangyiyang419@163.com
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Citation:He, R., & Song, Q., & Wang, J.(2023). Impact of Perception of Corporate Social Responsibility and Innovation on Consumer Attitude: Mediation Role of Consumer Brand Identification in Southern Fujian, China. International Journal of Business Studies and Innovation, 3(3), 18-35. https://doi.org/10.35745/ijbsi2023v03.03.0002
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Copyright: ©
2023
The Author(s). Published with license by IIKII, Singapore. This is an Open Access article distributed under the terms of the Creative Commons Attribution License (CC BY), which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.
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