Paper Title :Is Corporate Social Responsibility a Determinant of Purchase Intention? A Case Study Ncell Nepal

Author :Sumit Sharma

Article Citation :Sumit Sharma , (2015 ) " Is Corporate Social Responsibility a Determinant of Purchase Intention? A Case Study Ncell Nepal " , International Journal of Management and Applied Science (IJMAS) , pp. 71-74, Volume-1,Issue-3

Abstract : This study investigates the relationship between Corporate Social Responsibility activities performed by a company with its behavioral effects on customer behavior indicators namely Brand Image, Perceived Price Fairness, Awareness of CSR and Purchase Intention. This study also takes into account Perceived Service Quality and its influence on customer Purchase Intention. The researcher surveyed 400 respondents of Generation Y in Nepal. Structural Equation Modeling was applied for the data analysis. The results showed there is a relationship between Corporate Social Responsibility, Perceived Price Fairness, Brand Image and Purchase Intention. Additionally this research found that a negative relationship exists between Awareness of CSR and Purchase Intention. Based on the findings the researcher has made recommendations to Ncell Nepal. Keywords- Brand Image, Corporate Social Responsibility, Perceived Price Fairness, Purchase Intentions, Perceived Service Quality, Generation Y.

Type : Research paper

Published : Volume-1,Issue-3

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