Corporate Social Responsibility and Brand Advocacy among Consumers: The Mediating Role of Brand Trust

Mobin Fatma () and Imran Khan
Additional contact information
Mobin Fatma: Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia
Imran Khan: Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia

Sustainability, 2023, vol. 15, issue 3, 1-10

Abstract: Despite the increasing interest in the area of corporate social responsibility (CSR), there is a very limited understanding of the mechanism of perceived CSR and its effect on consumer behavioral outcomes. Additionally, there is limited evidence on the role of brand trust in influencing brand advocacy. The aim of this study is to examine the direct and indirect influence of consumer perception of CSR on brand advocacy behavior. This research proposes a framework and examines the relationship between CSR and brand advocacy behaviors, including the role of brand trust. This study is quantitative in nature. Data were collected from 336 consumers of retail banks in India. The results were analyzed using the SEM through AMOS 22.0. This present research made a contribution to the CSR literature by taking the important role of brand trust in the relationship between CSR and brand advocacy behavior.

Keywords: corporate social responsibility; CSR; brand trust; brand advocacy; banks; India; mediation (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (7)

Downloads: (external link)
https://www.mdpi.com/2071-1050/15/3/2777/pdf (application/pdf)
https://www.mdpi.com/2071-1050/15/3/2777/ (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:gam:jsusta:v:15:y:2023:i:3:p:2777-:d:1056746

Access Statistics for this article

Sustainability is currently edited by Ms. Alexandra Wu

More articles in Sustainability from MDPI
Bibliographic data for series maintained by MDPI Indexing Manager ().