DOES IT HELP THE CORPORATES FOR BEING SOCIALLY RESPONSIBLE? AN EMPIRICAL STUDY ON IMPACT OF CSR ON PURCHASE INTENTION WITH REGARDS TO CUSTOMER SATISFACTION AND BRAND LOYALTY

Purpose: The aim of this research is to study the influence of Corporate Social Responsibility (CSR) on purchase intention whilst considering the role of customer satisfaction and brand loyalty. The CSR practices are examined as per the four dimensions of CSR, the framework developed by Carroll (1991). Design/Methodology: The quantitative method consisting of multivariate Likertscale questionnaire was employed. A sample comprising of 134 respondents was used to gather data by convenience sampling approach. Data analysis is performed by making use of statistical software SPSS 20. The research hypotheses were checked by conducting Regression and correlation analysis. Findings: The empirical outcomes of the analysis suggested that CSR dimensions, Ethical and Philanthropic, significantly impact both, customer satisfaction and brand loyalty. Further, the study revealed a positive relationship between customer satisfaction and brand loyalty. Purchase intention of the customer is significantly impacted by customer satisfaction and brand loyalty. Conclusion: This study concluded that by improving ethical and philanthropic aspects of CSR, customer satisfaction and brand loyalty would be increased. Eventually. the intention of purchasing would be enhanced by the influence of satisfaction and loyalty intentions. Research Implication: Findings from this study have managerial implications which would help to formulate strategies related to CSR and create a sustainable business along with competitive edge