IDEAS home Printed from https://ideas.repec.org/a/sae/globus/v23y2022i6p1424-1461.html
   My bibliography  Save this article

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
    ---><---

    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.

    We have no bibliographic references for this item. You can help adding them by using 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.