The impact of corporate social responsibility on brand attitude and purchase intention of Vietnamese generation Z consumers: A PLS-SEM approach
Date Published:
02/12/2025
Online Published:
25/11/2025
Section:
Business Administration, Marketing, Commerce, and Tourism
Main Article Content
Abstract
Corporate Social Responsibility (CSR) has become a crucial strategy for brands to align with ethical consumer expectations, particularly among Generation Z. This study investigates how perceived CSR influences brand attitude and purchase intention among Vietnamese Generation Z consumers, adopting the Hierarchy of Effects (HOE) model. Using Partial Least Squares Structural Equation Modeling (PLS-SEM), data from 312 respondents were analyzed to test six hypotheses. Results reveal that perceived CSR does not directly affect purchase intention but exerts a significant indirect impact through brand attitude. Furthermore, Generation Z's pre-existing CSR attitudes increase the association between perceived CSR and brand attitude, as well as brand attitude and purchase intention. The findings underline brand attitude as a key mediator and highlight Gen Z’s role as a moderating force in consumer behaviour motivated by CSR. This research extends the HOE model to CSR contexts, offering theoretical insights into the psychological mechanisms linking CSR to purchase decisions. Practically, it advises brands to prioritize authentic CSR communication and align initiatives with Gen Z’s values to foster long-term loyalty in emerging markets like Vietnam.
Keywords
Brand Attitude; Corporate Social Responsibility; Generation Z Attitude; Purchase Intention
Article Details
Field of Economic (JEL Codes)
M30 - General - Marketing and Advertising
References
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Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411
Arachchi, H. A. D. M., & Samarasinghe, G. D. (2023). Influence of corporate social responsibility and brand attitude on purchase intention. Spanish Journal of Marketing - ESIC, 27(3), 389–406. https://doi.org/10.1108/sjme-12-2021-0224
Bianchi, C., Hofer, K. M., & Saleh, M. A. (2024). Purchase intention of brands with corporate social responsibility among generations Y and Z consumers in Chile. Corporate Social Responsibility and Environmental Management, 31(6), 6246–6259. https://doi.org/10.1002/csr.2921
Bowen, H. R. (1953). Social Responsibilities of the Businessman. University of Iowa Press. (Original work published 1953)
Bryman, A. (2012). Social Research Methods (4th ed.). Oxford University Press.
Butterick, K. (2011). Introducing Public Relations: Theory and Practice (1st ed.). SAGE.
Carson, T. (1993). Friedman’s theory of corporate social responsibility. Business & Professional Ethics Journal, 12(1), 3–32.
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Cho, S., Chung, C., & Young, J. (2019). Study on the Relationship between CSR and Financial Performance. Sustainability, 11(2), 343. MDPI. https://doi.org/10.3390/su11020343
del Mar García-De los Salmones, M., & Perez, A. (2017). Effectiveness of CSR Advertising: The Role of Reputation, Consumer Attributions, and Emotions. Corporate Social Responsibility and Environmental Management, 25(2), 194–208. https://doi.org/10.1002/csr.1453
Djafarova, E., & Foots, S. (2022). Exploring Ethical Consumption of Generation Z: Theory of Planned Behaviour. Young Consumers, 23(3), 413–431. https://doi.org/10.1108/yc-10-2021-1405
Ferrell, O. C., Harrison, D. E., Ferrell, L., & Hair, J. F. (2019). Business ethics, Corporate Social responsibility, and Brand attitudes: an Exploratory Study. Journal of Business Research, 95(1), 491–501. https://doi.org/10.1016/j.jbusres.2018.07.039
Firdausa Nuzula, I., & Wahyudi, L. (2022). Effects of brand attitude, perceived value, and social WOM on purchase intentions in luxury product marketing. Innovative Marketing, 18(3), 1–14. https://doi.org/10.21511/im.18(3).2022.01
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Han, H., Yu, J., Lee, K.-S., & Baek, H. (2020). Impact of corporate social responsibilities on customer responses and brand choices. Journal of Travel & Tourism Marketing, 37(3), 302–316. https://doi.org/10.1080/10548408.2020.1746731
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Irfany, M. I., Khairunnisa, Y., & Tieman, M. (2023). Factors influencing Muslim Generation Z consumers’ purchase intention of environmentally friendly halal cosmetic products. Journal of Islamic Marketing, 15(1), 221–243. https://doi.org/10.1108/jima-07-2022-0202
Jeon, M. M., Lee, S., & Jeong, M. (2020). Perceived corporate social responsibility and customers’ behaviors in the ridesharing service industry. International Journal of Hospitality Management, 84, 102341. https://doi.org/10.1016/j.ijhm.2019.102341
Kim, S., & Lee, H. (2019). The Effect of CSR Fit and CSR Authenticity on the Brand Attitude. Sustainability, 12(1), 275. https://doi.org/10.3390/su12010275
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227–261. https://doi.org/10.1111/isj.12131
Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principles of marketing (19th ed.). Pearson Education Limited.
Latan, H., & Hair, J. F. (2023). Partial Least Squares Path Modeling (R. Nooan, Ed.). Springer Nature.
Lavidge, R. J., & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25(6), 59–62.
Le, T. T., Le, T. C. T., Nguyen, T. N., & Le, V. N. P. (2024). Do corporate social responsibility drive sustainable purchase intention? An empirical study in emerging economy. Benchmarking: An International Journal. https://doi.org/10.1108/bij-05-2023-0346
Lee, E.-B., Lee, S.-G., & Yang, C.-G. (2017). The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising. Industrial Management & Data Systems, 117(6), 1011–1036. https://doi.org/10.1108/imds-06-2016-0229
Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45(1), 348–358. https://doi.org/10.1016/j.jhtm.2020.09.002
Lii, Y.-S., & Lee, M. (2012). Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm. Journal of Business Ethics, 105(1), 69–81. https://doi.org/10.1007/s10551-011-0948-0
Lin, C. A., Wang, X., & Yang, Y. (2023). Sustainable Apparel Consumption: Personal Norms, CSR Expectations, and Hedonic vs. Utilitarian Shopping Value. Sustainability 2023, 15(11), 9116–9116. https://doi.org/10.3390/su15119116
Long, F., Bhuiyan, M. A., Aziz, N. A., & Rahman, M. K. (2022). Predicting young Chinese consumers’ intentions to purchase Western brands: Structural model analysis. PLoS ONE, 17(5), e0267563. https://doi.org/10.1371/journal.pone.0267563
Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121–147. https://doi.org/10.1111/j.1745-6606.2005.00006.x
Murray, K. B. (2018). Why a hierarchy-of-effects model is still the best approach to managing and optimizing the impact of corporate social responsibility strategies. Journal of Global Scholars of Marketing Science, 28(1), 42–51. https://doi.org/10.1080/21639159.2017.1410775
Murray, K. B., & Vogel, C. M. (1997). Using a hierarchy-of-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: Financial versus nonfinancial impacts. Journal of Business Research, 38(2), 141–159. https://doi.org/10.1016/s0148-2963(96)00061-6
Narayanan, S. (2022). Does Generation Z value and reward corporate social responsibility practices? Journal of Marketing Management, 38(9-10), 903–937. https://doi.org/10.1080/0267257x.2022.2070654
Ng, M. (2022). The impact of corporate social responsibility expectations on purchase intention of social enterprise products. Social Enterprise Journal, 14(4), 585–604. https://doi.org/10.1108/sej-01-2022-0001
Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456–473. https://doi.org/10.1080/13527266.2014.914561
Quezado, T. C. C., Fortes, N., & Cavalcante, W. Q. F. (2022). The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude. Sustainability, 14(5), 2962. https://doi.org/10.3390/su14052962
Rossiter, J. R. (2014). “Branding” explained: Defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21(7-8), 533–540. https://doi.org/10.1057/bm.2014.33
Rup, B. K., Gochhayat, J., & Samanta, S. (2021). Revisiting Brand Personality Attributes: Mediating role of brand attitude. International Journal of Asian Business and Information Management, 12(2), 124–136. https://doi.org/10.4018/ijabim.20210401.oa8
Salehzadeh, R., & Pool, J. K. (2016). Brand Attitude and Perceived Value and Purchase Intention toward Global Luxury Brands. Journal of International Consumer Marketing, 29(2), 74–82. https://doi.org/10.1080/08961530.2016.1236311
Sawicka, J., & Marcinkowska, E. (2023). Environmental CSR and the Purchase Declarations of Generation Z Consumers. Sustainability, 15(17), 12759–12759. https://doi.org/10.3390/su151712759
Sen, S., Du, S., & Bhattacharya, C. (2016). Corporate Social responsibility: a Consumer Psychology Perspective. Current Opinion in Psychology, 10(2352-250X), 70–75. https://doi.org/10.1016/j.copsyc.2015.12.014
Singh, P., Henninger, C. E., Oates, C. J., Newman, N., & Alevizou, P. J. (2022). Children and young people: opportunities and tensions for sustainability marketing. Journal of Marketing Management, 38(9-10), 831–843. https://doi.org/10.1080/0267257x.2022.2105009
Smith, D. C. (2024). The Intellectual History of Milton Friedman’s Criticism of Corporate Social Responsibility. Modern Intellectual History, 1–27. https://doi.org/10.1017/s1479244324000027
Spears, N., & Singh, S. N. (2004). Measuring Attitude toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
Suki, N. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893–2910. https://doi.org/10.1108/bfj-06-2016-0295
Tavakol, M., & Dennick, R. (2011). Making Sense of Cronbach’s Alpha. International Journal of Medical Education, 2(2), 53–55. https://doi.org/10.5116/ijme.4dfb.8dfd
Theaker, A., & Yaxley, H. (2018). The public relations strategic toolkit : an essential guide to successful public relations practice. Routledge.
Uche, S. C. (2018). Generation Z and Corporate Social Responsibility [MSc Thesis. Syracuse University].
Wang, S., Liao, Y.-K., Wu, W.-Y., & Lê, H. B. K. (2021). The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions. Sustainability, 13(21), 11975. https://doi.org/10.3390/su132111975
Zhang, Q., & Ahmad, S. (2021). Analysis of Corporate Social Responsibility Execution Effects on Purchase Intention with the Moderating Role of Customer Awareness. Sustainability, 13(8), 4548. mdpi. https://doi.org/10.3390/su13084548
Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257
Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review and recommended two-step approach. Psychological Bulletin, 103(3), 411–423. https://doi.org/10.1037/0033-2909.103.3.411
Arachchi, H. A. D. M., & Samarasinghe, G. D. (2023). Influence of corporate social responsibility and brand attitude on purchase intention. Spanish Journal of Marketing - ESIC, 27(3), 389–406. https://doi.org/10.1108/sjme-12-2021-0224
Bianchi, C., Hofer, K. M., & Saleh, M. A. (2024). Purchase intention of brands with corporate social responsibility among generations Y and Z consumers in Chile. Corporate Social Responsibility and Environmental Management, 31(6), 6246–6259. https://doi.org/10.1002/csr.2921
Bowen, H. R. (1953). Social Responsibilities of the Businessman. University of Iowa Press. (Original work published 1953)
Bryman, A. (2012). Social Research Methods (4th ed.). Oxford University Press.
Butterick, K. (2011). Introducing Public Relations: Theory and Practice (1st ed.). SAGE.
Carson, T. (1993). Friedman’s theory of corporate social responsibility. Business & Professional Ethics Journal, 12(1), 3–32.
Chetioui, Y., Benlafqih, H., & Lebdaoui, H. (2020). How fashion influencers contribute to consumers’ purchase intention. Journal of Fashion Marketing and Management: An International Journal, 24(3), 361–380. https://doi.org/10.1108/JFMM-08-2019-0157
Cho, S., Chung, C., & Young, J. (2019). Study on the Relationship between CSR and Financial Performance. Sustainability, 11(2), 343. MDPI. https://doi.org/10.3390/su11020343
del Mar García-De los Salmones, M., & Perez, A. (2017). Effectiveness of CSR Advertising: The Role of Reputation, Consumer Attributions, and Emotions. Corporate Social Responsibility and Environmental Management, 25(2), 194–208. https://doi.org/10.1002/csr.1453
Djafarova, E., & Foots, S. (2022). Exploring Ethical Consumption of Generation Z: Theory of Planned Behaviour. Young Consumers, 23(3), 413–431. https://doi.org/10.1108/yc-10-2021-1405
Ferrell, O. C., Harrison, D. E., Ferrell, L., & Hair, J. F. (2019). Business ethics, Corporate Social responsibility, and Brand attitudes: an Exploratory Study. Journal of Business Research, 95(1), 491–501. https://doi.org/10.1016/j.jbusres.2018.07.039
Firdausa Nuzula, I., & Wahyudi, L. (2022). Effects of brand attitude, perceived value, and social WOM on purchase intentions in luxury product marketing. Innovative Marketing, 18(3), 1–14. https://doi.org/10.21511/im.18(3).2022.01
Fornell, C., & Larcker, D. F. (1981). Evaluating Structural Equation Models with Unobservable Variables and Measurement Error. Journal of Marketing Research, 18(1), 39–50. https://doi.org/10.2307/3151312
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2022). A primer on partial least squares structural equation modeling (PLS-SEM) (3rd ed.). Sage.
Hair, J. F., Ringle, C. M., & Sarstedt, M. (2011). PLS-SEM: Indeed a Silver Bullet. Journal of Marketing Theory and Practice, 19(2), 139–152. https://doi.org/10.2753/MTP1069-6679190202
Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2–24.
Han, H., Yu, J., Lee, K.-S., & Baek, H. (2020). Impact of corporate social responsibilities on customer responses and brand choices. Journal of Travel & Tourism Marketing, 37(3), 302–316. https://doi.org/10.1080/10548408.2020.1746731
Henseler, J., Ringle, C. M., & Sarstedt, M. (2015). A new criterion for assessing discriminant validity in variance-based structural equation modeling. Journal of the Academy of Marketing Science, 43(1), 115–135. https://doi.org/10.1007/s11747-014-0403-8
Irfany, M. I., Khairunnisa, Y., & Tieman, M. (2023). Factors influencing Muslim Generation Z consumers’ purchase intention of environmentally friendly halal cosmetic products. Journal of Islamic Marketing, 15(1), 221–243. https://doi.org/10.1108/jima-07-2022-0202
Jeon, M. M., Lee, S., & Jeong, M. (2020). Perceived corporate social responsibility and customers’ behaviors in the ridesharing service industry. International Journal of Hospitality Management, 84, 102341. https://doi.org/10.1016/j.ijhm.2019.102341
Kim, S., & Lee, H. (2019). The Effect of CSR Fit and CSR Authenticity on the Brand Attitude. Sustainability, 12(1), 275. https://doi.org/10.3390/su12010275
Kock, N., & Hadaya, P. (2018). Minimum sample size estimation in PLS-SEM: The inverse square root and gamma-exponential methods. Information Systems Journal, 28(1), 227–261. https://doi.org/10.1111/isj.12131
Kotler, P., Armstrong, G., & Balasubramanian, S. (2024). Principles of marketing (19th ed.). Pearson Education Limited.
Latan, H., & Hair, J. F. (2023). Partial Least Squares Path Modeling (R. Nooan, Ed.). Springer Nature.
Lavidge, R. J., & Steiner, G. A. (1961). A Model for Predictive Measurements of Advertising Effectiveness. Journal of Marketing, 25(6), 59–62.
Le, T. T., Le, T. C. T., Nguyen, T. N., & Le, V. N. P. (2024). Do corporate social responsibility drive sustainable purchase intention? An empirical study in emerging economy. Benchmarking: An International Journal. https://doi.org/10.1108/bij-05-2023-0346
Lee, E.-B., Lee, S.-G., & Yang, C.-G. (2017). The influences of advertisement attitude and brand attitude on purchase intention of smartphone advertising. Industrial Management & Data Systems, 117(6), 1011–1036. https://doi.org/10.1108/imds-06-2016-0229
Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Corporate social responsibility (CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management, 45(1), 348–358. https://doi.org/10.1016/j.jhtm.2020.09.002
Lii, Y.-S., & Lee, M. (2012). Doing Right Leads to Doing Well: When the Type of CSR and Reputation Interact to Affect Consumer Evaluations of the Firm. Journal of Business Ethics, 105(1), 69–81. https://doi.org/10.1007/s10551-011-0948-0
Lin, C. A., Wang, X., & Yang, Y. (2023). Sustainable Apparel Consumption: Personal Norms, CSR Expectations, and Hedonic vs. Utilitarian Shopping Value. Sustainability 2023, 15(11), 9116–9116. https://doi.org/10.3390/su15119116
Long, F., Bhuiyan, M. A., Aziz, N. A., & Rahman, M. K. (2022). Predicting young Chinese consumers’ intentions to purchase Western brands: Structural model analysis. PLoS ONE, 17(5), e0267563. https://doi.org/10.1371/journal.pone.0267563
Mohr, L. A., & Webb, D. J. (2005). The effects of corporate social responsibility and price on consumer responses. Journal of Consumer Affairs, 39(1), 121–147. https://doi.org/10.1111/j.1745-6606.2005.00006.x
Murray, K. B. (2018). Why a hierarchy-of-effects model is still the best approach to managing and optimizing the impact of corporate social responsibility strategies. Journal of Global Scholars of Marketing Science, 28(1), 42–51. https://doi.org/10.1080/21639159.2017.1410775
Murray, K. B., & Vogel, C. M. (1997). Using a hierarchy-of-effects approach to gauge the effectiveness of corporate social responsibility to generate goodwill toward the firm: Financial versus nonfinancial impacts. Journal of Business Research, 38(2), 141–159. https://doi.org/10.1016/s0148-2963(96)00061-6
Narayanan, S. (2022). Does Generation Z value and reward corporate social responsibility practices? Journal of Marketing Management, 38(9-10), 903–937. https://doi.org/10.1080/0267257x.2022.2070654
Ng, M. (2022). The impact of corporate social responsibility expectations on purchase intention of social enterprise products. Social Enterprise Journal, 14(4), 585–604. https://doi.org/10.1108/sej-01-2022-0001
Pradhan, D., Duraipandian, I., & Sethi, D. (2016). Celebrity endorsement: How celebrity–brand–user personality congruence affects brand attitude and purchase intention. Journal of Marketing Communications, 22(5), 456–473. https://doi.org/10.1080/13527266.2014.914561
Quezado, T. C. C., Fortes, N., & Cavalcante, W. Q. F. (2022). The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude. Sustainability, 14(5), 2962. https://doi.org/10.3390/su14052962
Rossiter, J. R. (2014). “Branding” explained: Defining and measuring brand awareness and brand attitude. Journal of Brand Management, 21(7-8), 533–540. https://doi.org/10.1057/bm.2014.33
Rup, B. K., Gochhayat, J., & Samanta, S. (2021). Revisiting Brand Personality Attributes: Mediating role of brand attitude. International Journal of Asian Business and Information Management, 12(2), 124–136. https://doi.org/10.4018/ijabim.20210401.oa8
Salehzadeh, R., & Pool, J. K. (2016). Brand Attitude and Perceived Value and Purchase Intention toward Global Luxury Brands. Journal of International Consumer Marketing, 29(2), 74–82. https://doi.org/10.1080/08961530.2016.1236311
Sawicka, J., & Marcinkowska, E. (2023). Environmental CSR and the Purchase Declarations of Generation Z Consumers. Sustainability, 15(17), 12759–12759. https://doi.org/10.3390/su151712759
Sen, S., Du, S., & Bhattacharya, C. (2016). Corporate Social responsibility: a Consumer Psychology Perspective. Current Opinion in Psychology, 10(2352-250X), 70–75. https://doi.org/10.1016/j.copsyc.2015.12.014
Singh, P., Henninger, C. E., Oates, C. J., Newman, N., & Alevizou, P. J. (2022). Children and young people: opportunities and tensions for sustainability marketing. Journal of Marketing Management, 38(9-10), 831–843. https://doi.org/10.1080/0267257x.2022.2105009
Smith, D. C. (2024). The Intellectual History of Milton Friedman’s Criticism of Corporate Social Responsibility. Modern Intellectual History, 1–27. https://doi.org/10.1017/s1479244324000027
Spears, N., & Singh, S. N. (2004). Measuring Attitude toward the Brand and Purchase Intentions. Journal of Current Issues & Research in Advertising, 26(2), 53–66. https://doi.org/10.1080/10641734.2004.10505164
Suki, N. (2016). Green product purchase intention: impact of green brands, attitude, and knowledge. British Food Journal, 118(12), 2893–2910. https://doi.org/10.1108/bfj-06-2016-0295
Tavakol, M., & Dennick, R. (2011). Making Sense of Cronbach’s Alpha. International Journal of Medical Education, 2(2), 53–55. https://doi.org/10.5116/ijme.4dfb.8dfd
Theaker, A., & Yaxley, H. (2018). The public relations strategic toolkit : an essential guide to successful public relations practice. Routledge.
Uche, S. C. (2018). Generation Z and Corporate Social Responsibility [MSc Thesis. Syracuse University].
Wang, S., Liao, Y.-K., Wu, W.-Y., & Lê, H. B. K. (2021). The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions. Sustainability, 13(21), 11975. https://doi.org/10.3390/su132111975
Zhang, Q., & Ahmad, S. (2021). Analysis of Corporate Social Responsibility Execution Effects on Purchase Intention with the Moderating Role of Customer Awareness. Sustainability, 13(8), 4548. mdpi. https://doi.org/10.3390/su13084548
Zhao, X., Lynch, J. G., & Chen, Q. (2010). Reconsidering Baron and Kenny: Myths and Truths about Mediation Analysis. Journal of Consumer Research, 37(2), 197–206. https://doi.org/10.1086/651257
How to Cite
Nguyen, M. V. (2025). The impact of corporate social responsibility on brand attitude and purchase intention of Vietnamese generation Z consumers: A PLS-SEM approach. Journal of Finance - Marketing Research, 3(4), 48-62. https://doi.org/10.52932/jfmr.v3i4en.899