Sustainability and Social Responsibility

Impact of Adopting CSR by Fashion Brands on Consumers’ Purchase Intention through a Mediating Role of Corporate Brand Credibility and Reputation

---

Abstract

This study explores how consumers’ perception of fashion brands’ CSR activities is related to corporate brand credibility and corporate brand reputation and how these two factors mediate the relationship between perceived CSR and consumers’ purchase intention. The study incorporates the signaling theory to understand brands’ underlying mechanisms to influence consumers. A total of 102 responses were collected from a southeastern US university. Findings suggest that there are both direct and indirect relationships between consumers’ perceived CSR and corporate brand reputation. Therefore, improved CSR activities can provide brands with better credibility, resulting in a more favorable reputation in the market. Furthermore, corporate brand reputation and brand credibility were found as the strong mediator of the relationship between consumers’ perceived CSR and purchase intention.

Keywords: CSR, Brand credibility, Brand reputation, Purchase intention

How to Cite:

Haque, F., Su, J. & Iqbal, M., (2022) “Impact of Adopting CSR by Fashion Brands on Consumers’ Purchase Intention through a Mediating Role of Corporate Brand Credibility and Reputation”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.16034