Abstract
This study focuses on the perception of Chinese students about the image of the company and their purchase intention if the organization has a business cynical impression in the minds of its targeted customers. The study proposed three different types of corporate social responsibility (CSR) to cope up with the organizational cynical impression. These types are Economic and Legal CSR, Philanthropic CSR, and Ethical CSR. The main objective of this study is to determine which CSR type is better to reduce the corporate cynical impression on corporate image and the purchase intentions of consumers. In the study design, the bootstrap approach and AMOS 24 were employed to deal with mediation. The researchers recruited 500 individuals from different educational institutions in China using a simple random selection process. The outcomes of this study indicated that all three types of CSR are successful in mitigating the detrimental effects of corporate cynicism on the image of a firm and the purchase intentions of consumers. A more effective technique of boosting the corporate image of a company and purchase intention of a consumer is via charitable CSR, which may help restore the image of a company and the purchase intention of a consumer that has been affected by corporate cynicism among its target customers.
Highlights
Environment competition in the current business has exploded in every aspect of life
Based on the above literature, we can propose our hypothesis as follows: H12: The negative impact of corporate cynical impression could be reduced upon consumer purchase intention when we introduce Economic and Legal corporate social responsibility (CSR) as mediators in this relationship
Previous research on CSR has primarily focused on the influence of CSR on the financial success and employee behavior of a company, with little attention paid to the impact of CSR on corporate image and purchase intention of a consumer following the corporate cynical impression
Summary
Environment competition in the current business has exploded in every aspect of life. Organizational cynicism is a pessimistic approach and originates when employees perceive that the company lacks integrity, which is usually the consequence when the employees are not meeting their basic expectations such as ethics, honesty, and justice Organization can reduce their cynicism characteristics in employees by improving their corporate image through the utilization of proper corporate social responsibility (CSR) activities [2]. To the best of our knowledge, organizational cynicism has not been studied with CSR initiatives in such a way that how the organizations can improve their image and consumer purchase intentions through mediating the role of CSR (economic, legal, ethical, and philanthropic) initiatives [13,14,15]. The fifth section concludes the study by offering implications and future recommendations
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