The Role Of Csr In The Nexus Between Cause - Related Marketing And Customers Repurchase Intention - Case Study Of Mega Market Vietnam

Abstract

In recent rapidly developing and sensitive socio-economic context, CSR is an important strategy for businesses around the world to develop sustainably. The main purpose of this study is to examine the relationship between cause-related marketing and customers' repurchase intention under the moderating factor of CSR and the influence of mediating factors such as brand image and customer satisfaction. This research is based on three core theoretical foundations as a premise for analytical arguments including prosocial theory, signaling theory, and stakeholder theory. In result, 304 valid responses obtained from Mega Market Vietnam customers via online questionnaire were screened and analyzed by SPSS and AMOS software. The results of analyzing the SPSS and AMOS models of this research project show the significant influence of awareness of CauseRelated Marketing (p-CRM) on customer repurchasing (CRI) through the regulation of awareness of corporate social responsibility (p-CSR) and mediating factors including corporate brand image (BI) and customer experience satisfaction (CS). Besides, the results of this research show a significant contribution to the existing consumer behavior research literature on the market on CRM and CSR. In addition to academic contributions, some suggestions for management applications are also given regarding the application of commonly purchased product lines at Mega Market Vietnam along with factors affecting customer shopping behavior. users for establishing CRM operational strategies of Mega Market Vietnam businesses. Business managers should apply pCRM to business activities honestly and transparently to achieve the best results. In addition, some limitations and suggested solutions are also acknowledged by the author for future research related to continuing to expand and diversify data sets and applied theoretical foundations.