Dina Salah ElDin M. AbdelHafez ElSalmy
The Impact of Corporate Social Responsibility on Egyptians’ Purchase Intention “The Case of Telecommunication Sector in Alexandria”
In a very competitive global market, mobile telecommunication companies must strive to
portray a picture of themselves as highly socially responsible companies. Active involvement
in socially beneficial programs provides extra advantages to the company.
The purpose of this research is to investigate the mediating effect of consumers’ attitude
between CSR activities (cause-related marketing, environmental responsibility and corporate
philanthropy) involved by telecommunication companies and Egyptians purchase intention
using the Baron & Kenny mediation effect test approach.
The sample of this research consisted of 400 students and academic staff of the Arab
Academy of Science, Technology and Maritime Transport in both campuses Abou Kir and
Miami. The sample included both male and female respondents. Data was gathered using a
structured survey questionnaire, which was distributed on site at the academy. This was done
to investigate the different relationships and the impact of the variables on each other. The
scales used were 5 point Likert scale for measuring the items of each variable. The gathered
data was statistically analyzed with SPSS.
The results of data analysis showed that consumers’ attitude was partially mediating the
relationship between ‘Environment Responsibility’, ‘Cause-related Marketing’, ‘Corporate
Philanthropy’ and consumers’ purchase intention. Recommendations were provided for the
managerial consideration in CSR strategy.|