Corporate social responsibility during the COVID-19 pandemic: a sequential mediation analysis

Purpose - This paper aims to examine the influence of perceived corporate social responsibility (CSR) on purchase intention in the short-term and corporate reputation in the long-term while taking into consideration of the mediating role of brand image and customer satisfaction. Design/methodology/approach - The research sample comprising 482 participants was selected at random. Hierarchical multiple regression and the PROCESS Macro for SPSS were used to test the proposed hypotheses. Findings - Perceived CSR was found to have significant direct and mediated effects of purchase intention and corporate reputation through brand image and customer satisfaction. The proposed causal chain is pivotal for understanding how CSR perceptions influence, as well as shape purchase intention and perceived reputation. Research limitations/implications - There are three major implications. First, it is important for consumers to be able to perceive CSR initiatives, to consider them as a strategic investment. Second, firms must develop strategies that promote CSR as being positive for society and the environment, as well as for the firm. Third, perceived CSR is an important predictor in the causal chain of relationships that promote brand image and customer satisfaction, which contributes to reputation and purchase intention. One of the major limitations of this study, although COVID-19 is an ongoing global pandemic in this study, is that cross-sectional data were collected within a single economy. Hence, a longitudinal study with samples from other economies in the region may be conducted to compare and generalize the findings. Social implications - At a time when corporate objectives are predominantly designed to satisfy stakeholder interests and to increase return on investment, there is mounting social pressure on shifting managerial mindsets to address issues such as poverty, health and well-being, education for all, social equality, unhealthy consumption, hedonic advertisements, global peace and environmental concerns. Marketing has been criticized for its narrow focus on fulfilling the social needs of a particular target market while ignoring society at large, and this study argues that, through responsible marketing, firms can improve their reputation and at the same time can promote sustainable living. Originality/value - Direct and mediated relationships that have previously been studied separately are considered together in a serially mediated unified model. This approach provides a better understanding of how perceived CSR can transform purchase intention and reputation.