對於發展中國家的化妝品公司而言，企業社會責任（CSR）日益成為關鍵問題。這項研究通過品牌資產，品牌信譽和品牌聲譽的中介作用，調查了客戶的CSR感知對其購買意願的影響。 這項研究採用了定量方法，通過在越南進行的在線調查從化妝品客戶那裡收集數據。因子分析，PLS-SEM分析和中介檢驗用於分析380名受訪者的相關數據。以前的大多數研究都沒有同時採用全面的方法來評估品牌信譽，品牌聲譽和品牌資產，很少有人在化妝品行業中對CSR進行研究。研究結果為院士開展企業社會責任的進一步實證研究提供了重要參考。該研究實際上還使營銷人N和管理人員受益於製定營銷策略和品牌管理以提高業務效率。 Corporate Social Responsibility is increasingly a critical issue for cosmetic companies in developing countries as Vietnam to survive in the competitive beauty market. In the purpose of clarifying the benefits of CSR integration in business plans and raising the awareness of cosmetic companies of CSR, this study investigates the impact of CSR perception of customers to their purchase intention by the mediation role of brand equity, brand credibility, and brand reputation. The study applied the quantitative approach to collect the data from cosmetic customers by an online survey in Vietnam. Factor analysis, Reliability test and PLS-SEM analysis were used for analyzing the relevant data of 380 respondents. The outcome of the data analysis indicated that the perception of customers on CSR affected their intention of purchasing the products of brands/companies in the future. Brand equity, brand credibility, and brand reputation are served as the elements that mediate the impact of CSR perception on purchase intention. Eventually, most previous studies do not take a comprehensive approach to brand credibility, brand reputation, and brand equity at once, and rarely researches are found on CSR in the cosmetic industry. The results of this study have put an essential reference for academicians to conduct further empirical research on CSR. The research also practically benefits marketers and managers to develop marketing strategies and brand management to boost business efficiency.
