Corporate Social Responsibility’s Influence on Brand Image in the Automotive Sector: The Corporate Reputation and Product Quality Role

Mohsen Brahmi (), Zahid Hussain, Muhammad Ussama Majeed, Arman Khan, Muhammad Asif Qureshi and Rohit Bansal
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Mohsen Brahmi: Department of Economic Sciences, University of Sfax, Sfax 2134, Tunisia
Zahid Hussain: Department of Business Administration, Khadim Ali Shah Bukhari Institute of Technology, Karachi 74400, Pakistan
Muhammad Ussama Majeed: Department of Management Sciences, National University of Modern Languages, Lahore 54000, Pakistan
Arman Khan: Department of Business Administration, Shaheed Benazir Bhutto University, Shaheed Benazirabad, Sindh 67450, Pakistan
Muhammad Asif Qureshi: Bahria Business School, Bahria University Karachi Campus, Karachi 75600, Pakistan
Rohit Bansal: Adjunct Faculty, Rockford College, Rockdale, NSW 2216, Australia

Administrative Sciences, 2025, vol. 15, issue 4, 1-17

Abstract: This study investigates the impact of perceived corporate social responsibility (CSR) on brand image within the automotive industry. It also examines how company reputation (CR) and product quality (PQ) mediate the relationship between CSR and brand image (BI). Utilizing a sample of 243 clients from the Pakistani automotive sector, data were collected through a survey and analyzed using structural equation modeling (SEM) with AMOS version 24.0. The results indicate that perceived CSR positively influences brand image, with both company reputation and product quality acting as significant mediators. This underscores the importance of CSR initiatives for enhancing brand image. The findings have significant implications for auto manufacturers, highlighting the need to integrate CSR into their strategic brand management to improve company reputation, product quality, and, ultimately, brand image. This study expands the conventional understanding of CSR’s impact on consumer perceptions and addresses a critical gap in the literature.

Keywords: CSR; corporate reputation; brand image; product quality; automotive sector (search for similar items in EconPapers)
JEL-codes: L M M0 M1 M10 M11 M12 M14 M15 M16 (search for similar items in EconPapers)
Date: 2025
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