IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v23y2022i6p1424-1461.html

Corporate Social Responsibility Towards Purchase Intention Across Regional Identity: A Comparison Between South Asia and Southeast Asia During COVID-19

Author

Listed:
  • H. A. D. M. Arachchi
  • G. D. Samarasinghe

Abstract

The study attempted to explain the role of regional identity on the relationship between perceived corporate social responsibility (PCSR) and purchase intention through customer satisfaction and brand loyalty in South and Southeast Asian regions during the Coronavirus Disease 2019 (COVID-19) pandemic. A quantitative research was conducted with a survey including a sample of 3,870 regular retail customers from six countries in South and Southeast Asia. The data were analysed to test the hypotheses using SmartPLS. It found a significant and positive chain relationship between PCSR, satisfaction, brand loyalty and purchase intention in all six countries. In a comparative analysis, regional identity significantly, strongly and positively moderated the relationship in India and Pakistan except Sri Lanka while regional identity significantly and positively but weakly moderated the relationship in Malaysia, Indonesia and Thailand. The study is the first investigation to discover dynamic role of customers’ regional identity in making impactful CSR in a pandemic. It also made several theoretical and managerial implications with future research insights on retail consumer behaviour.

Suggested Citation

  • H. A. D. M. Arachchi & G. D. Samarasinghe, 2022. "Corporate Social Responsibility Towards Purchase Intention Across Regional Identity: A Comparison Between South Asia and Southeast Asia During COVID-19," Global Business Review, International Management Institute, vol. 23(6), pages 1424-1461, December.
    • Handle: RePEc:sae:globus:v:23:y:2022:i:6:p:1424-1461
    DOI: 10.1177/09721509221123204
    as

    Download full text from publisher

    File URL: https://journals.sagepub.com/doi/10.1177/09721509221123204
    Download Restriction: no
    File URL: https://libkey.io/10.1177/09721509221123204?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Sichtmann, Christina & Davvetas, Vasileios & Diamantopoulos, Adamantios, 2019. "The relational value of perceived brand globalness and localness," Journal of Business Research, Elsevier, vol. 104(C), pages 597-613.
    2. Kamarudeen Babatunde Bello & Ahmad Jusoh & Khalil Md Nor, 2020. "Relationships and impacts of perceived CSR, service quality, customer satisfaction and consumer rights awareness," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 17(8), pages 1116-1130, July.
    3. Aude Rychalski & Sarah Hudson, 2017. "Asymmetric effects of customer emotions on satisfaction and loyalty in a utilitarian service context," Post-Print hal-02006451, HAL.
    4. Alexander Dahlsrud, 2008. "How corporate social responsibility is defined: an analysis of 37 definitions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 15(1), pages 1-13, January.
    5. Rychalski, Aude & Hudson, Sarah, 2017. "Asymmetric effects of customer emotions on satisfaction and loyalty in a utilitarian service context," Journal of Business Research, Elsevier, vol. 71(C), pages 84-91.
    6. He, Hongwei & Harris, Lloyd, 2020. "The impact of Covid-19 pandemic on corporate social responsibility and marketing philosophy," Journal of Business Research, Elsevier, vol. 116(C), pages 176-182.
    7. Suhartanto, Dwi & Dean, David & Nansuri, Ruhadi & Triyuni, N.N., 2018. "The link between tourism involvement and service performance: Evidence from frontline retail employees," Journal of Business Research, Elsevier, vol. 83(C), pages 130-137.
    8. Laurence Romani & Jasmin Mahadevan & Henriett Primecz, 2018. "Critical Cross-Cultural Management: Outline and Emerging Contributions," International Studies of Management & Organization, Taylor & Francis Journals, vol. 48(4), pages 403-418, October.
    9. N. Zhang, 2022. "How does CSR of food company affect customer loyalty in the context of COVID-19: a moderated mediation model," International Journal of Corporate Social Responsibility, Springer, vol. 7(1), pages 1-10, December.
    10. Ramesh Behl & Manit Mishra, 2020. "COVID-19 Lifecycle: Predictive Modelling of States in India," Global Business Review, International Management Institute, vol. 21(4), pages 883-891, August.
    11. Cindy Lombart & Blandine Labbé-Pinlon & Marc Filser & Blandine Anteblian & Didier Louis, 2018. "Regional product assortment and merchandising in grocery stores: Strategies and target customer segments," Post-Print hal-01715072, HAL.
    12. Appel Mahmud & Donghong Ding & Md. Morshadul Hasan, 2021. "Corporate Social Responsibility: Business Responses to Coronavirus (COVID-19) Pandemic," SAGE Open, , vol. 11(1), pages 21582440209, January.
    13. Ruchi Gupta & Kiran Nair & Lakshmi Radhakrishnan, 2021. "Impact of COVID-19 crisis on stocking and impulse buying behaviour of consumers," International Journal of Social Economics, Emerald Group Publishing Limited, vol. 48(12), pages 1794-1809, August.
    14. Enrique Bianchi & Juan Manuel Bruno & Francisco J. Sarabia-Sanchez, 2019. "The impact of perceived CSR on corporate reputation and purchase intention," European Journal of Management and Business Economics, Emerald Group Publishing Limited, vol. 28(3), pages 206-221, February.
    15. Omar, Nor Asiah & Nazri, Muhamad Azrin & Ali, Mohd Helmi & Alam, Syed Shah, 2021. "The panic buying behavior of consumers during the COVID-19 pandemic: Examining the influences of uncertainty, perceptions of severity, perceptions of scarcity, and anxiety," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    16. Xinshu Zhao & John G. Lynch & Qimei Chen, 2010. "Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 197-206, August.
    17. Archie B. Carroll, 2016. "Carroll’s pyramid of CSR: taking another look," International Journal of Corporate Social Responsibility, Springer, vol. 1(1), pages 1-8, December.
    18. Morteza Akbari & Maryam Mehrali & Nader SeyyedAmiri & Niloofar Rezaei & Afsaneh Pourjam, 2019. "Corporate social responsibility, customer loyalty and brand positioning," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 16(5), pages 671-689, July.
    19. Boughton, Duncan & Goeb, Joseph & Lambrecht, Isabel & Headey, Derek & Takeshima, Hiroyuki & Mahrt, Kristi & Masias, Ian & Goudet, Sophie & Ragasa, Catherine & Maredia, Mywish K. & Minten, Bart & Diao,, 2021. "Impacts of COVID-19 on agricultural production and food systems in late transforming Southeast Asia: The case of Myanmar," Agricultural Systems, Elsevier, vol. 188(C).
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ruijie Shu & Hua Xia & Oberiri Destiny Apuke, 2024. "The Mechanism Through Which Corporate Social Responsibility (CSR) Affects Customer Patronage of Manufacturing Companies: Modeling the Mediating Role of Corporate Reputation and the Moderating Role of Customer Awareness of CSR Activities," SAGE Open, , vol. 14(4), pages 21582440241, December.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Asan Vernyuy Wirba, 2024. "Corporate Social Responsibility (CSR): The Role of Government in promoting CSR," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 15(2), pages 7428-7454, June.
    2. David Benjamin Billedeau & Jeffrey Wilson & Naima Samuel, 2022. "From Responsibility to Requirement: COVID, Cars, and the Future of Corporate Social Responsibility in Canada," Sustainability, MDPI, vol. 14(11), pages 1-16, May.
    3. Kim, Minseong, 2021. "Does playing a video game really result in improvements in psychological well-being in the era of COVID-19?," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    4. Söderlund, Magnus & Sagfossen, Sofie, 2017. "The depicted service employee in marketing communications: An empirical assessment of the impact of facial happiness," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 186-193.
    5. Hang Nguyen & Roger Calantone & Ranjani Krishnan, 2020. "Influence of Social Media Emotional Word of Mouth on Institutional Investors’ Decisions and Firm Value," Management Science, INFORMS, vol. 66(2), pages 887-910, February.
    6. Adewole Olukorede, 2025. "Stakeholder engagement and participation in environmental contexts, social responsibility and society based on a study conducted in Rome, Italy," International Journal of Corporate Social Responsibility, Springer, vol. 10(1), pages 1-45, December.
    7. Khawaja Fawad Latif & Shahid Bashir, 2024. "Achieving customer loyalty during post-pandemic: an asymmetric approach," Future Business Journal, Springer, vol. 10(1), pages 1-14, December.
    8. Ali Zackery & Joseph Amankwah-Amoah & Zahra Heidari Darani & Shiva Ghasemi, 2022. "COVID-19 Research in Business and Management: A Review and Future Research Agenda," Sustainability, MDPI, vol. 14(16), pages 1-32, August.
    9. Luger, Michaela & Hofer, Katharina Maria & Floh, Arne, 2022. "Support for corporate social responsibility among generation Y consumers in advanced versus emerging markets," International Business Review, Elsevier, vol. 31(2).
    10. Ahrholdt, Dennis C. & Gudergan, Siegfried P. & Ringle, Christian M., 2019. "Enhancing loyalty: When improving consumer satisfaction and delight matters," Journal of Business Research, Elsevier, vol. 94(C), pages 18-27.
    11. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    12. Deepa Sharma & Suman Chakraborty & Ashwath Ananda Rao & Lumen Shawn Lobo, 2023. "The Relationship of Corporate Social Responsibility and Firm Performance: A Bibliometric Overview," SAGE Open, , vol. 13(1), pages 21582440231, March.
    13. Erhan Boğan & Bekir Bora Dedeoğlu, 2020. "Hotel employees' corporate social responsibility perception and organizational citizenship behavior: Perceived external prestige and pride in organization as serial mediators," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2342-2353, September.
    14. Shuili Du & C. Bhattacharya & Sankar Sen, 2015. "Corporate Social Responsibility, Multi-faceted Job-Products, and Employee Outcomes," Journal of Business Ethics, Springer, vol. 131(2), pages 319-335, October.
    15. Yun-Chan Yen & Shih-Chih Chen, 2025. "The Triple Pathway to Loyalty: Understanding How Banks’ Corporate Social Responsibility Influences Customers via Moral Identity, Service Quality, and Relationship Quality," Sustainability, MDPI, vol. 17(7), pages 1-28, April.
    16. Camila Kolling & José Luis Duarte Ribeiro & Donato Morea & Gianpaolo Iazzolino, 2023. "Corporate social responsibility and circular economy from the perspective of consumers: A cross‐cultural analysis in the cosmetic industry," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 30(3), pages 1226-1243, May.
    17. NAHAR Hairul Suhaimi & MOHAMAD Maslinawati, 2023. "Academic Research Responses To Covid-19: The Corporate Social Responsibility Perspective," Studies in Business and Economics, Lucian Blaga University of Sibiu, Faculty of Economic Sciences, vol. 18(1), pages 171-197, April.
    18. Camilla Salvatore & Silvia Biffignandi & Annamaria Bianchi, 2022. "Corporate Social Responsibility Activities Through Twitter: From Topic Model Analysis to Indexes Measuring Communication Characteristics," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 164(3), pages 1217-1248, December.
    19. Esra Alniacik & Charefeddine Moumen & Umit Alniacik, 2020. "The moderating role of personal value orientation on the links between perceived corporate social performance and purchase intentions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(6), pages 2724-2734, November.
    20. Muhammad Asghar Ali & Abdul Zahid Khan & Muhammad Umer Azeem & ul Haq Inam, 2023. "How does environmental corporate social responsibility contribute to the development of a green corporate image? The sequential mediating roles of employees' environmental passion and pro‐environmental behavior," Business Ethics, the Environment & Responsibility, John Wiley & Sons, Ltd., vol. 32(3), pages 896-909, July.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sae:globus:v:23:y:2022:i:6:p:1424-1461. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: SAGE Publications (email available below). General contact details of provider: http://www.imi.edu/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.