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The impact of corporate social responsibility on consumer’s relationship intention: Evidence from MENA countries

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journal contribution
submitted on 2023-12-27, 06:35 and posted on 2024-01-17, 11:37 authored by Aws AlHares, Tarek Abu-Asi, Gerard Dominic, Ruba Al Abed

Corporate social responsibility (CSR) raised the attention of the MENA market, given its capacity to influence consumers’ purchase intention and, particularly, consumers’ repurchase intention. Therefore, CSR helps to build a long-term relationship between the companies with its consumers. Following this new trend, our work contributes to the understanding of how CSR contributes to a long-term relationship with consumers. To achieve that, we considered the four dimensions of CSR (philanthropic, legal, organisation, and ethics) and used those constructs to evaluate the consumers’ relationship intention with companies. Our research was performed in MENA countries by interviewing 1632 consumers. Our findings showed that the philanthropic, legal, and ethical dimensions played a relevant role in determining a long-term relationship between the companies and consumers. This research results differ from the results gained by other researchers in previous studies. Therefore, to establish a long-term relationship with consumers, MENA countries’ companies should focus on philanthropy, legal, and ethics. This study extends, as well as contributes to the extant corporate social responsibility literature by offering new evidence on the impact of corporate social responsibility on consumer relationship intention. The findings will help regulators and policy-makers in evaluating the adequacy of the current corporate social responsibility reforms to prevent management misconduct and scandals.

The University of Doha for Science and Technology replaced the now-former College of the North Atlantic-Qatar after an Amiri decision in 2022. UDST has become and first national applied University in Qatar; it is also second national University in the country.

Other Information

Published in: Journal of Governance and Regulation
License: https://creativecommons.org/licenses/by/4.0/
See article on publisher's website: https://dx.doi.org/10.22495/jgrv10i4art1


The University of Doha for Science and Technology replaced the now-former College of the North Atlantic-Qatar after an Amiri decision in 2022. UDST has become and first national applied University in Qatar; it is also second national University in the country.

History

Language

  • English

Publisher

Virtus Interpress

Publication Year

  • 2021

License statement

This Item is licensed under the Creative Commons Attribution 4.0 International License.

Institution affiliated with

  • University of Doha for Science and Technology
  • College of Business - UDST
  • College of the North Atlantic - Qatar (-2022)
  • School of Business and Information Technology - CNA-Q (-2022)

Geographic coverage

Middle East and North Africa (MENA)