Personal Care has become a daily ritual for most individual’s world-over. With this widespread flair towards personal grooming, the search for natural remedies and natural ingredient-based products for personal care has also grown due to the health-conscious nature of most consumers. Within...

Purpose - This paper examines the direct relationship between perceived corporate citizenship (CC) and purchase intention. This study also tests the mediating role of brand trust (BT), consumer-brand identification (CBI) and the moderating effect of personal norms and fear to coronavirus disease...