THE RELATIONSHIP BETWEEN CORPORATE REPUTATION, CORPORATE SOCIAL RESPONSIBILITY, TRUST AND CUSTOMER PURCHASE INTENTION IN AUTOMOTIVE INDUSTRY IN VIET NAM

Abstract

This study proposes and tests the impact of reputation on perceived corporate social responsibility, purchase intention of customers as well as the mediating role of customer trust, whereas purchase intention regarded as the final result. By using the sample of 1,002 customers, who owned and used passenger cars in Viet Nam, the results show that reputation has a direct impact on consumer perception of corporate social responsibility and the effect is found to partially mediate through customer trust. In addition, customer trust and consumer perception of corporate social responsibility affect the purchase intention. However, reputation has no impact on purchase intention of people.