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Understanding the Role of Corporate Social Responsibility in Brand Image, Brand Loyalty, and Buyer Purchase Intention in the American Cosmetic Skincare Industry.

Record Type:	Electronic resources : Monograph/item
Title/Author:	Understanding the Role of Corporate Social Responsibility in Brand Image, Brand Loyalty, and Buyer Purchase Intention in the American Cosmetic Skincare Industry./
Author:	Oduaran, Emuesiri.
Description:	1 online resource (139 pages)
Notes:	Source: Dissertations Abstracts International, Volume: 84-05, Section: B.
Contained By:	Dissertations Abstracts International84-05B.
Subject:	Environmental studies. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=29991538click for full text (PQDT)
ISBN:	9798357534941

Understanding the Role of Corporate Social Responsibility in Brand Image, Brand Loyalty, and Buyer Purchase Intention in the American Cosmetic Skincare Industry.
Oduaran, Emuesiri.

Understanding the Role of Corporate Social Responsibility in Brand Image, Brand Loyalty, and Buyer Purchase Intention in the American Cosmetic Skincare Industry. - 1 online resource (139 pages)

Source: Dissertations Abstracts International, Volume: 84-05, Section: B.

Thesis (Ph.D.)--Trident University International, 2022.

Includes bibliographical references

The research aimed to understand the impact of corporate social responsibility (CSR) on brand image, brand loyalty, and buyer purchase intention in the American cosmetic skincare industry. CSR is important in the American cosmetic skincare industry, mainly due to increased consumer awareness of the natural environment and the need for organizations to use resources efficiently. Numerous studies suggest that stakeholders respond positively to organizational CSR efforts, particularly consumers. What is not well understood, however, is why the CSR endeavors by the organization may not directly translate to buyer purchase intention. Research in this area is minimal, creating a knowledge gap addressed by this study. The overarching research question that the study explored was, how do perceptions of corporate social responsibility efforts impact brand image, brand loyalty, and buyer purchase intention? 259 American consumers of cosmetic skin care products completed an online survey using SurveyMonkey to elucidate the range and variations of their perceptions of corporate social responsibility and how this impacts brand image, brand loyalty, and buyer purchase intention. Multivariate statistical analysis using partial least squares structural equation modeling (PLS-SEM) in SmartPLS was used to analyze the data. The findings revealed a significant positive impact of CSR on brand image, brand loyalty, and buyer purchase intention. Brand image mediated the relationship between CSR and brand loyalty, as well as the relationship between CSR and buyer purchase intention. Of the three dependent variables, CSR directly impacted only brand image. Brand image fully mediated the relationship between CSR and brand loyalty and CSR and buyer purchase intention. Concerning implications for practice, the focus for organizational management when engaging in CSR should be initiatives that improve brand image and, in so doing, foster consumer loyalty and purchase intention.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2023

Mode of access: World Wide Web

ISBN: 9798357534941Subjects--Topical Terms:

2122803
Environmental studies.
Subjects--Index Terms:

Brand imageIndex Terms--Genre/Form:

542853
Electronic books.

Understanding the Role of Corporate Social Responsibility in Brand Image, Brand Loyalty, and Buyer Purchase Intention in the American Cosmetic Skincare Industry.
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