Keywords: Consumer–brand identification
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Journal Articles

Impact of perceived corporate citizenship on purchase intention: across the fear of COVID-19 during the COVID-19 pandemic

H.A. Dimuthu Maduranga Arachchi, R.A. Sudath Weerasiri, Trevor Mendis
Journal: South Asian Journal of Marketing
South Asian Journal of Marketing (2022) 3 (1): 38–59.
https://doi.org/10.1108/SAJM-10-2021-0117
Published: 29 April 2022
...H.A. Dimuthu Maduranga Arachchi; R.A. Sudath Weerasiri; Trevor Mendis Purpose This paper examines the direct relationship between perceived corporate citizenship (CC) and purchase intention. This study also tests the mediating role of brand trust (BT), consumer–brand identification (CBI...
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