Abstract
The main objective of this study is to determine the effects of the negative corporate CEO and corporate social responsibility reputations on the changes in rural consumers’ brand attitudes and purchase intentions. To accomplish this study determination,we anticipated the associations between brand awareness and perceived quality and initial brand attitude and purchase intention by relying on the hierarchy of effects model; then we assessed the changes in brand attitude and purchase intention after providing information on negative corporate reputation. Multiple regression analysis and paired samples T-tests were conducted to test the hypothesized relationships using a convenience sample of 670 respondents. The empirical results support significant effects of brand awareness, perceived quality and corporate reputation on brand attitude and purchase intention.
Highlights
The strong image of a company is a positive opportunity for businesses to succeed well sustainably
The regression model for the relationship between two independent variables and purchase intention (H2) was significant, with F (2, 209) = 95.56, p < .001, indicating 47.8 % of the variance in purchase intention was explained by brand awareness and perceived product quality
Fishbein[17], The test of the relative contributions of independent variables revealed that both brand awareness (β = .25, p < .001) andperceived quality (β = .57, p < .001) were significant
Summary
The strong image of a company is a positive opportunity for businesses to succeed well sustainably. The positive image of companies contributes to the development of customer engagement with the brand. Company credibility has attracted unparalleled recognition from academia as well as from businesses as one of the most useful corporate immaterial assets. In the domestic and external view, corporate credibility is characterized as an overall assessment of a company by the stakeholders over time. The reputation was described as a perceptual representation of the past activities and prospects of a business, which in comparison to other top rivals, characterize the overall call of the company to all its major constituents’ Corporate credibility as observer of a company's mutual judgments on the basis of economic, social and environmental evaluations over period of its associated impacts
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