Abstract:

Due to increasing environmental problems, global crises and social problems, the corporate social responsibility (CSS) activities of the enterprises have become very important. On the other hand, when there is no consistency between the business’s field of activity and the KSS efforts, consumers can perceive the KSS actions false. The aim of this study is to study the impact of brand-KSS compatibility on the intention of buying through the attitude instrumental variable and the role of perceptible social misconduct on the brand-KSS compatibility and brand attitude relationship. The research model has been tested with experimental serum. When the brand-KSS compatibility is high, the attitude towards the brand is more positive compared to the situation where the brand-KSS compatibility is low. The high brand-KSS compatibility positively affects its attitude towards the brand and the intention to purchase. The attitude of the experimental group towards the brand, where the brand-KSS compatibility is low, is also more positive than the control group that is not mentioned in any KSS activity. It has been determined that the brand-KSS conformity does not directly affect the intention of purchase, that the attitude variable has an indirect effect on the mediation effect. The detected misconduct has found that the regulatory effect in the relationship between brand-KSS and brand attitude has not been meaningful.

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