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Abstract:
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Recently, companies developed strategies which may influence their Corporate Social
Responsibility (CSR) image. This paper discusses the image of four different supermarkets with
stores in Portugal. The research compares CSR image and brand attitude of the four
supermarkets. Empirical evidence shows that different supermarkets belonging to the same
company have different CSR image and brand attitude. The research also confirms that there is
positive correlation between CSR image and attitude towards the brand. Further, the results
offer empirical evidence that CSR image and brand attitude influence purchase intention of
supermarket brands. Finally, brand purchase intention is highly influenced by attitude towards
the brand than CSR image. |