Title: The effect of perceived philanthropic activities of corporate organisations on consumer's purchase intention

Authors: Kapil Kumar Aggarwal; Shashi Singhal

Addresses: University School of Business, Chandigarh University, Gharuan, Mohali, Punjab, India ' University School of Business, Chandigarh University, Gharuan, Mohali, Punjab, India

Abstract: The role of corporate social responsibility initiatives in determining consumer perception towards a company has always been an enigma. This study aims to find out whether such initiatives by corporate organisations play any role in building a positive perception of the brand. It also seeks to find out whether such initiatives taken by the corporate organisations give an edge to the company in terms of competition. The findings show that analysing the impact of CSR initiatives is a complex and dynamic process. These insights further provide the basis for drawing theoretical and managerial implications of the findings. Thus, the paper helps in developing a better understanding of the impact of CSR activities on consumer's purchase intention.

Keywords: brand association; brand equity; consumer attitude; corporate social responsibility; perceived quality; purchase behaviour; social accountability.

DOI: 10.1504/IJBG.2024.137401

International Journal of Business and Globalisation, 2024 Vol.36 No.2/3, pp.212 - 224

Received: 08 May 2020
Accepted: 22 Sep 2020
Published online: 18 Mar 2024 *

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