Pages: 43-53

Abstract

The present research examines policies of corporate social responsibility and the price image on consumer responses by mediating brand personality in the food retailers' market, which collects various brands alongside each other. In the research, the purpose of customer response is the satisfaction of customer from brand of retail, consequently satisfaction of trust and, consequently, the trust in creating the attitude and intention of buying in the future. The present study is descriptive-correlative in terms of nature and it is a survey study in terms of method. The statistical population consisted of 384 food buyers from the hypermarket and Shahrvand and refah stores, chain store in the north, east and west of Tehran. With the probability of 0.95, according to the results obtained from the path coefficient (0.49), the corporate social responsibility has a significant impact on brand personality. Based on the path coefficient (0.20), the mental image has a significant impact on brand personality traits, including complexity, adaptability, and palatability. According to the results obtained from the path coefficient (0.18), corporate social responsibility has a significant impact on customer satisfaction. The path coefficient (0.44) indicates that customer satisfaction has a significant impact on trust. According to the path coefficient (0.36), trust had a significant impact on customer attitude toward retail brand. The path coefficient (0.26) also showed that brand personality has a significant impact on brand satisfaction. Path coefficient (0.32) also showed that the attitude has a significant impact on purchase intention in the future.