Research Institute of Business Analytics and Supply Chain Management, College of Management, Shenzhen University, Shenzhen, China.
Government College of Management Sciences Mardan, Mardan, Pakistan.
PLoS One. 2024 Aug 15;19(8):e0303675. doi: 10.1371/journal.pone.0303675. eCollection 2024.
In light of the COVID-19 pandemic, there has been a notable increase in global awareness among businesses and consumers regarding environmental preservation and health concerns. The degree to which individuals identify with an organization is influenced by the appeal of its organizational identity, which aids in fulfilling important self-definitional needs. Nevertheless, there remains a limited understanding regarding the underlying factors that contribute to the phenomenon of firm identity attraction (IA) within the framework of consumer-business interactions. This study presents a validated framework that examines the antecedents of identity attraction, with COVID-19 being considered as a moderator. The framework is developed based on established theories of social identity and organizational identification. The study in Pakistan's cities utilized a questionnaire survey as its primary research method, while the findings were evaluated through the application of structural equation modelling. The results of our study indicate that the impact of corporate social responsibility (CSR) on firm Identity Attraction (IA) is significantly more pronounced. Although the impact of COVID-19 on the intention to purchase remains unaffected, it does play a favorable role in moderating the influence of CSR on the attraction towards brand.
鉴于 COVID-19 大流行，企业和消费者对环境保护和健康问题的全球意识显著增强。个人对组织的认同感受到组织认同的吸引力的影响，这有助于满足重要的自我定义需求。然而，对于在消费者与企业互动框架内促成企业认同吸引力（IA）现象的潜在因素，我们的理解仍然有限。本研究提出了一个经过验证的框架，用于检验认同吸引力的前因，将 COVID-19 视为调节因素。该框架是基于社会认同和组织认同的既定理论制定的。这项在巴基斯坦城市进行的研究主要采用问卷调查作为研究方法，同时通过结构方程模型的应用来评估研究结果。我们的研究结果表明，企业社会责任（CSR）对企业认同吸引力（IA）的影响更为显著。尽管 COVID-19 对购买意愿的影响保持不变，但它在调节 CSR 对品牌吸引力的影响方面发挥了有利作用。
