Table 6. Conclusions, theoretical and... | Emerald Publishing

Table 6.

Conclusions, theoretical and managerial implications

Conclusions	Theoretical and managerial implications
Brand attitude partially intervenes in and complement the relationship between perceived CSR and purchase intention of Gen Y in the retail sector	Retail marketers need to implant innovative CSR programmes in marketing plans and budgets to convey the true commitment and measure their social impacts for building the trust of Gen Y as a means of emotional bonding with retail brands
The Gen Y’s CSR attitude strengthens the positive effect of perceived CSR on retail brand attitude as well as the positive effect of brand attitude on purchase intention of millennial market segments	Retailers’ integrated marketing communications (IMC) can include CSR-based key performance indicators to measure persuasion, brand engagement and sales impact in millennial markets
The robustness of causal chain of the HOE model can be enhanced by integrating Gen Y’s attitudes in a CSR context to predict the behavioral outcomes according to the logics of Generational cohort perspective	Over traditional demographic predictors, generational attitudes can be an emerging force in shaping consumer brand attitudes and predicting momentous behavioral outcomes in ethical marketing contexts

Conclusions	Theoretical and managerial implications
Brand attitude partially intervenes in and complement the relationship between perceived CSR and purchase intention of Gen Y in the retail sector	Retail marketers need to implant innovative CSR programmes in marketing plans and budgets to convey the true commitment and measure their social impacts for building the trust of Gen Y as a means of emotional bonding with retail brands
The Gen Y’s CSR attitude strengthens the positive effect of perceived CSR on retail brand attitude as well as the positive effect of brand attitude on purchase intention of millennial market segments	Retailers’ integrated marketing communications (IMC) can include CSR-based key performance indicators to measure persuasion, brand engagement and sales impact in millennial markets
The robustness of causal chain of the HOE model can be enhanced by integrating Gen Y’s attitudes in a CSR context to predict the behavioral outcomes according to the logics of Generational cohort perspective	Over traditional demographic predictors, generational attitudes can be an emerging force in shaping consumer brand attitudes and predicting momentous behavioral outcomes in ethical marketing contexts