Investigating the Impact of Corporate Social Responsibility on Self-Congruity and Purchase Intention : A Case Study of Automobile Industry in Isfahan City

Corporate social responsibility (CSR) is definitely a decisive factor in shaping consumers’ attitude and it has received many attentions both in the academia and practitioner in the long run. While this area has received numerous studies, but research highlighting how consumers react strongly to CSR and self-congruity is still infrequent. The purpose of this paper is to investigate the relationships among CSR, self-congruity and purchase behavior of consumers. Drawing from marketing literature, this study tests the relationship among CSR, self-congruity and purchase intention. The authors use survey research to collect the data. The regression method is used to analyze the data and the model. The results from the model indicate that all the research hypotheses were confirmed except H3 (the effect of ethical dimension of CSR on self-congruity) and H7 (the effect of ethical dimension of CSR on purchase intention).