This survey research aims to investigate the relationship between customers’ participation on CSR initiatives and their self-perceived corporate reputation and purchasing intention towards the products and service of Magic Union. The variation in customers’ participation in corporate social responsibility initiatives (CSRI) was being measured by examining their level of participation with various corporate social responsibility initiatives, including (1) corporate cause promotions, (2) cause-related marketing, (3) corporate social marketing, (4) corporate philanthropy, (5) community volunteering, and (6) socially responsible business practices. The customers’ self-perceived corporate reputation was examined by measuring their emotional appeal, products and service, vision and leadership, workplace environment, social and environmental responsibility, and financial performance. And, the customers’ purchasing intention was examined by measuring the customers’ beliefs-CSR, beliefs-trust, beliefs-expertise, and attitudes towards CSR activity, subject norm, and behavioral intention of Magic Union. Accidental sampling was conducted to select 200 customers of Magic Union in China. Using descriptive analysis, the means, standard deviation, Chi-Square analysis and Pearson Coefficient Correlation were being used to analyze the hypotheses with the .05 significance level. The findings revealed the following results: (1) The samples’ perception toward socially responsible business practice is significantly correlated with their overall perceived corporate reputation. In addition, there was significantly correlation between different CSR initiatives and each dimension of corporate reputation, including products and service, vision and leadership, workplace environment, social and environmental responsibility of Magic Union. However, the findings revealed that the samples’ participation with all CSR initiatives do not correlated with their emotional appeal and financial performance of Magic Union; (2) The samples’ perception toward corporate social marketing and community volunteering was significantly correlated with their behavioral intention. In addition, there was a significant correlation between different CSR initiatives and each dimension of corporate reputation, including beliefs-CSR, beliefs-trust, beliefs-expertise, and attitudes towards CSR activity. However, the findings revealed that the samples’ participation with all CSR initiatives do not correlated with their attitudes towards the CSR activity and subject norm of Magic Union; and (3) The samples’ perceived the overall corporate reputation, especially their perception on the product and service, and social environment responsibility was significantly correlated with the intention to purchase for Magic Union products or services. In addition, there is significantly correlation between the perception of corporate reputation and each dimension of Purchasing Intention of Magic Union, including beliefs-CSR, beliefs-trust, and attitudes towards CSR activity. However, the findings also suggested that the samples’ perceived with all attributes of corporate reputation do not correlated with their beliefs-expertise, social subject norm, and behavioral intention of Magic Union.

Keywords: Corporate Social Responsibility initiatives (CSRI), corporate reputation,purchasing intention, customer self-perception.