An exploration of the impact of corporate social responsibility on Amazon’s brand image and consumer perception

This research study is being undertaken by Ellie Hodge, a student at Glasgow Caledonian University, in partial fulfilment of her undergraduate degree. You have been asked to participate to provide insight from a consumer perspective.

Purpose of the research study- Aims and Objectives
The aim of this study is to explore the impact of Corporate Social Responsibility (CSR) initiatives on Amazon’s brand image and its effect on consumer perception of the brand. The study seeks to gather research on whether CSR activities have an influence on brand reputation and purchase intention. The aim is to gain insight into the affect that CSR has on Amazon’s brand image and hopes to analyse consumer attitudes of the brand.

Who can take part in the study?
Any individual who is over the age of 18 and can consent to the terms of the research study.

What will the research questionnaire involve?
You will be asked to take part by completing a short online questionnaire. This will take approximately 10 minutes; however, participants can take as much time as they wish. The questionnaire will ask some general questions about whether you have purchased a product from Amazon. It will then ask you your age range and your income bracket. The purpose of this is to analyse potential differences in attitudes of participants of different generations and incomes. Furthermore, the questionnaire will ask about your opinion on matters such as: does CSR affect your positive/negative image of Amazon? Other questions will include your opinion on how this may affect your purchase intention.

What will I gain from this study? Are there any risks?
There are no benefits or compensation in exchange for your participation. Should you wish to gain access to the research on completion, this will be made available to you on request, maintaining all participants’ anonymity. There are no risks to participating in this study.

Is participation compulsory? Can I withdraw?
Participation is completely voluntary. Furthermore, if you do not wish to participate, you are free to withdraw at any point.

Are my responses anonymous? How will the study adhere to Data Protection laws?
All responses to the research questionnaire will be anonymous. No identifying information will be asked, and the questionnaire will fully adhere to the UK Data Protection Act. The purpose of the data collection is solely for the completion of the research study and will be stored securely, only accessible by the researcher. On completion of the study, all data will be destroyed.

Please contact the researcher’s supervisor with any concerns or further questions regarding this study. You can contact the supervisor, Prof. Stan Paliwoda at: Stan.Paliwoda@gcu.ac.uk