Although previous studies revealed the positive effect of CSR perceptions on customer behaviour, the relationship between CSR and perceived firm innovativeness (PFI) has been underexplored. The purpose of this paper is twofold. First, it attempts to propose and validate a model to comprehend the relationship between CSR and PFI. Second, it aims to investigate the mediating role of corporate image stemming from CSR and PFI in order to foster customer advocacy intentions. Data were collected from 360 customers of the retail banking industry in Pakistan, and the results indicate that customers’ CSR perceptions directly and positively influence PFI. Interestingly, corporate image fully mediates the relationship between PFI and advocacy intentions, whereas it plays a partial mediation role in the CSR-advocacy intentions relationship. The findings of this research expand the corpus regarding the roles of CSR and PFI in creating advocacy intentions among customers through the corporate image.

尽管先前的研究揭示了CSR感知对客户行为的积极影响，但CSR与感知的公司创新（PFI）之间的关系尚未得到充分研究。本文的目的是双重的。首先，它试图提出并验证一个模型，以理解CSR和PFI之间的关系。其次，它旨在调查源于CSR和PFI的企业形象的中介作用，以培养客户的倡导意图。从巴基斯坦零售银行业的360个客户那里收集了数据，结果表明客户的CSR感知直接且积极地影响了PFI。有趣的是，公司形象完全调解了PFI和倡导意图之间的关系，而在CSR-倡导意图关系中却发挥了部分调解作用。