Abstract

This study analyzes relationships between corporate social responsibility, consumer-company identification, brand prestige, and purchase intention. A self-report survey yields data for 252 college students. After confirming reliability and validity of survey questionnaire, the structural equation modeling was used for tests the model. Results were summarized as follows: (a) CSR image has a significant positive effect on brand prestige and consumer-company identification. (b) Brand prestige has a significant positive effect on consumer-company identification. (c) Consumer-company identification has a significant positive effect on purchase behavior. (d) Consumer-company identification mediates the effect of CSR image on consumers’ purchase intention. This outcome reveals that CSR image creates consumers’ identification with the company, which may enhance consumers’ purchase intention.

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