Consumer Behavior

Investigation of the Impact of Consumers’ Perceived CSR on Consumer-Based Brand Equity, and Purchase Intention in the Context of Fashion Industry

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Abstract

This study aims to examine the impact of CSR on the dimension of consumer-based brand equity (CBBE) and purchase intention. Since apparel companies are receiving pressure from stakeholders to invest in CSR, it is essential to investigate whether apparel companies' CSR initiatives and consumers’ CSR perception influence consumer purchase intention. This study also examines how consumer-based brand equity mediates the relationship between CSR and consumers’ purchase intention. A total of 121 responses were collected from a southeastern U.S. university. The study’s findings suggest that perceived CSR significantly impacts the dimensions of CBBE. In addition, the results indicate that before purchasing, consumers’ decision-making processes are not only affected by tangible attributes, including product/service price and usage quality, but also by intangible attributes, such as brand’s reputation, association, and image. This study also found a mediating role of CBBE dimensions between CSR and consumers’ purchase intention.

Keywords: Perceived CSR, Brand equity, Purchase intention, Fashion industry

How to Cite:

Haque, F. & Watchravesringkan, K., (2022) “Investigation of the Impact of Consumers’ Perceived CSR on Consumer-Based Brand Equity, and Purchase Intention in the Context of Fashion Industry”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.16037