The impact of perceived corporate social responsibility on consumers' repurchase intention toward TH group 's products: The moderating role of price sensitivity

Abstract

The impact of perceived corporate social responsibility on consumers’ repurchase intention toward TH Group’s products in Can Tho City. In addition, the study investigates the roles of brand image, cognitive satisfaction, affective satisfaction, and brand loyalty in explaining how consumers’ perceptions of CSR influence their evaluation of the brand and their repurchase intention. The study also examines the moderating role of price sensitivity in the relationship between brand loyalty and repurchase intention