The relationship between country-of-origin image, corporate reputation, corporate social responsibility, trust and customers' purchase intention: Evidence from Vietnam

Abstract

This study proposes and tests the impact of Country-of-origin image on corporate reputation and corporate reputation on perceived corporate social responsibility, in which customer trust plays the mediating role and purchase intention is considered as the final result. Data were collected through a customer survey targeting car customers in 2 largest city in Vietnam. Cronbach’s alpha, Factor analysis and Structural equation modeling were used to analyze the data collected. By using the sample of 1,027 customers, who own and use passenger cars in Vietnam, the results show that country-of-brand image and country-of-manufacture image have a positive impact on the corporate reputation and purchase intention of customers, in which the country-of-brand image has stronger impact than the later. Besides, corporate reputation has a positive, direct influence on perceived corporate social responsibility. It creates and nurtures customer trust. Under that manipulation, the customer will perceive corporate social responsibility in a positive way. And the effect is found to be partially mediated by customer trust. In addition, both customer trust and perceived corporate social responsibility present their influences on the purchase intention.