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Exploring the Relationship Between Corporate Social Responsibility, Trust, Corporate Reputation, and Brand Equity

Yan Zhao · Muhammad Abbas · Madeeha Samma · Tarik Ozkut · Mubbasher Munir · Samma Faiz Rasool

64 citations0/0 files storedFrontiers in Psychology

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Corporate Identity and Reputation Corporate Social Responsibility Reporting Consumer Behavior in Brand Consumption and Identification

Abstract

The purpose of this study is to investigate the relationship between corporate social responsibility (CSR), corporate reputation (CR), and brand equity (BE). Building on the resource-based theory of the firm, this study proposes a theoretical framework. In this framework, CSR is theorized to strengthen CR and brand equity, directly and indirectly, through consumer trust. We used a questionnaire survey approach. In the questionnaire, 17 items were used with a 5-point Likert-Scale (1 stands for "strongly disagree," and 5 stands for "strongly agree"). Data were collected from the consumers of the banking sector in the vicinity of Lahore, Pakistan. To estimate the proposed relationships in the conceptual model, we use structural equation modeling (SEM) through Smart PLS 3.2. The outcomes of this study confirm that CSR significantly impacts CR and brand equity. It is also demonstrated that trust mediates positively and significantly in the relationship between CSR, CR, and BE. Results of the present study have several implications for the senior management, marketing expert, administrators, and policymakers. This study expresses how CSR boosts BE and CR. Moreover, this study also indicates that trust is an important factor that enhances BE and CR.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 2015A primer on partial least squares structural equation modeling (PLS-SEM)1998Fit indices in covariance structure modeling: Sensitivity to underparameterized model misspecification.2006Corporate Social Responsibility, Customer Satisfaction, and Market Value 2014Common Beliefs and Reality About PLS 2017Partial Least Squares Structural Equation Modeling 2006Corporate Social Responsibility and Resource-Based Perspectives 2003Corporate Social Responsibility: Whether or How?

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