Abstract

In recent years, issues related to corporate social responsibility (CSR) have received more and more attention, it also as the goal of total quality management (TQM). Since CSR can influence enterprise performance. This study explores the impact of the consumer’s perception of a company’s CSR on brand trust, brand satisfaction, brand attachment, and current and future buying behavior as well as probe into the differences between different generational groups.

A consumer survey produced a total of 753 valid questionnaires which indicate a significant difference in the two correlation paths between the X and Y generational groups. This shows that consumers belonging to different generation groups exhibit slightly different correlation patterns as far as the perception of CSR is concerned. Trust in a certain brand on the part of X-generation consumers does not affect their emotional attachment to this brand. Y-generation consumers, on the other hand, are more attached to brands that they trust.

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