Corporate Social Responsibility-based brand positioning and purchase intention: Empirical evidence from consumers in Ho Chi Minh City
In an era of intensive market competition and global sustainable development, Corporate Social Responsibility (CSR) has evolved from a moral obligation or philanthropic activity into a strategic asset for brand positioning. This study analyzes the structural impacts of three discrete CSR dimensions—environmental, social, and governance—on CSR-based brand positioning, alongside the subsequent downstream influence of this positioning strategy on consumer purchase intentions within the context of Ho Chi Minh City. The investigation operationalizes a quantitative research design utilizing a structured questionnaire. Empirical data were gathered from a final valid sample of 415 consumers aged 18 and older, leveraging a non-probability convenience sampling technique combined with quota sampling. The conceptual framework and structural hypotheses were validated through the Cronbach’s Alpha coefficient, Confirmatory Factor Analysis (CFA), and Covariance-Based Structural Equation Modeling (CB-SEM) executed via SPSS 26.0 and AMOS 24.0 software. Keywords: Corporate Social Responsibility (CSR), CSR-Based Brand Positioning, Purchase Intention, Structural Equation Modeling (SEM), Ho Chi Minh City.