Title: CSR ad impact on purchase intention

Authors: Syed Ali Abbas

Addresses: School of Business, Beaconhouse National University, Lahore, Pakistan

Abstract: The study investigates the impact of CSR-oriented ad on customer purchase intention from the perspective of an economy brand. Convenience sampling was employed aiming at respondents having brand awareness and involvement in the purchase of similar product category of competing brands. The hypothesis was confirmed by applying regression analysis and satisfying all required assumptions. Findings revealed the moderate positive effect of CSR-oriented ad on customer purchase intention, though it is considered a significant contribution as convincing the high-income group to purchase a low-end brand even with little margin is a motivating factor. Further, in general, the majority of respondents expressed their opinion for more CSR activities. As for limitations, the chosen brand might be considered low or economical among the sample chosen in this study, but it might have a better perception in other countries.

Keywords: CSR; purchase intention; brand revitalisation; COVID-19; consumer behaviour.

DOI: 10.1504/IJIMA.2024.136815

International Journal of Internet Marketing and Advertising, 2024 Vol.20 No.1, pp.108 - 118

Received: 27 Aug 2022
Accepted: 01 Mar 2023
Published online: 22 Feb 2024 *

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