May 31, 2024
Majid Esmaeilpour

Majid Esmaeilpour

Academic Rank: Associate professor
Address: Department of Business Management, Faculty of Business and Economics, Persian Gulf University, Shahid Mahini Street, Bushehr, Iran Zip code: 7516913798,
Degree: Ph.D in Marketing Management
Phone: 07731222136
Faculty: School of Business and Economics

Research

Title
Investigate the impact of the role of corporate social responsibility on purchase intention by mediating the variables of brand image, brand reputation and brand preference.
Type Thesis
Keywords
مسئوليت اجتماعي شركتي، قصد خريد، ترجيح برند، تصوير برند، شهرت برند
Researchers Yosef Pirasteh (Student) , Majid Esmaeilpour (Primary advisor) , Manijeh Bahrainizad (Advisor)

Abstract

Background: One of the key factors that helps an organization's managers to succeed is to consider buying intention and delivering the right customer service. According to the researchers, those who want to buy can be affected, the social responsibility. Corporate Social Responsibility is a set of duties and obligations that the company must fulfill to maintain, care for, and assist the community in which it operates. Aim: The main purpose of this study is to investigate the impact of the role of corporate social responsibility on purchase intention by mediating the variables of brand image, brand reputation and brand preference. Methodology: This research is applied in terms of purpose and descriptive in terms of data collection and is of survey type and correlative in nature. The statistical population of the study is all clients receiving insurance services from Iran Insurance Company in Bushehr. The sampling method is available sampling and data collection tool is a questionnaire. In order to collect data, 384 questionnaires were distributed in person to customers of Iran Insurance Company. The validity of the questionnaire was confirmed by content validity and reliability by Cronbach's alpha coefficient. Data were analyzed using structural equation modeling using Smart pls software. Conclusions: Findings show that social responsibility has a positive and significant effect on brand preference, brand image and brand image. Also, brand preference, reputation and brand image have a positive and significant effect on consumer purchase intention. Social responsibility also has a significant impact on purchase intention. The results of this study indicate the important and undeniable role of mediating variables of brand preference, reputation and brand image between social responsibility and purchase intention.