| dc.description.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. | en_US |
