Search

This research aims to investigate the moderating role of customer consciousness in the correlation between CSR and the brand image of the Jordanian apparel industry. The study employs a cross-sectional quantitative method. To actualize this study, data was gathered from 440 participants. The collected data was coded against SPSS 25, then normality, validity, and reliability were tested, and multiple regressions were used to test hypotheses. Findings show that the Jordanian Apparel industry highly applies CSR, brand image, as well as, consciousness. Furthermore, results show that CSR, brand image, and consciousness are strongly related to each other. Results also indicate that CSR influences the brand image. Social responsibility is having the highest effect on brand image, followed by ethical and economic responsibility, respectively. Environmental responsibility was having a negative influence on brand image. When adding consciousness as a moderate, it moderates the influence of CSR on the brand image. The study recommends conducting qualitative research to understand why Jordanian customers rated environmental responsibility as having a negative effect on brand image. In addition, it recommends that the apparel industry use awareness campaigns to enhance customers' consciousness because it moderates the relationship between CSR and brand image. [ABSTRACT FROM AUTHOR]

Corporate Social Responsibility (CSR) has become a vital factor in how organizations run their businesses. Consumers are becoming more aware of it and are expecting it from organizations. With the rise of social media, organizations have another channel to communicate their CSR activities to their stakeholders. A good deal of research has been conducted on CSR and its relation to consumers. However, there is limited research on its influence on consumers via social media channels. Therefore, this research studied the impact of an organization's CSR activities on consumer purchase intention with the mediating effect of consumer engagement via social media. A total of 21 questionnaire surveys were provided. A sample size of 250 responses was successfully collected via different social media platforms. Results show that ethical responsibility has a positive significant impact on customer engagement (15%) and purchase intentions (35%). Environmental responsibility has a positive significant impact on consumer engagement (11%) and purchase intentions (18%). Meanwhile, Philanthropic Responsibility and Economic Responsibility have an insignificant effect on Customer engagement. Customer engagement has a positive and significant effect on Purchase Intension (47%). Finally, the purchasing intention of consumers is mediated positively and significantly by consumer engagement with CSR activities on social media. In addition, consumer engagement with CSR activities on social media has a positive impact on purchase intention. However, contrary to other research, economic and philanthropic responsibilities have no significant impact on consumer engagement with social media activities. [ABSTRACT FROM AUTHOR]