Enduring Versus Episodic <scp>ESG</scp> Signals: How Corporate Reputation and <scp>ESG</scp> Signal Quality Shape Perceived <scp>ESG</scp> and Purchase Intention

ABSTRACT From a signaling perspective, this study examines how the temporal properties of ESG cues shape their diagnostic value in consumer evaluation and purchase intention. Corporate reputation is conceptualized as an enduring ESG signal, whereas ESG signal quality is conceptualized as an episodic ESG signal. Survey data from 415 consumers in China's first‐tier cities were analyzed using PLS‐SEM and fsQCA. The results show that episodic ESG signal quality is the more influential immediate cue: it enhances perceived ESG and purchase intention and is associated with greater cognitive elaboration. By contrast, enduring corporate reputation primarily informs perceived ESG and functions more as a broad credibility condition than as a direct driver of elaboration or intention once signal quality is considered. fsQCA further shows that high purchase intention arises through multiple sufficient configurations. Overall, the study extends signaling theory in an ESG context by showing that signal temporality shapes diagnostic value.