Impact of corporate reputation on rural consumer brand attitude and purchase intention markets

Abstract

The main objective of this study is to determine the effects of the negative corporate CEO and corporate social responsibility reputations on the changes in rural consumers’ brand attitudes and purchase intentions. To accomplish this study determination,we anticipated the associations between brand awareness and perceived quality and initial brand attitude and purchase intention by relying on the hierarchy of effects model; then we assessed the changes in brand attitude and purchase intention after providing information on negative corporate reputation. Multiple regression analysis and paired samples T-tests were conducted to test the hypothesized relationships using a convenience sample of 670 respondents. The empirical results support significant effects of brand awareness, perceived quality and corporate reputation on brand attitude and purchase intention.