CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust

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

Sustainability, 2023, vol. 15, issue 4, 1-10

Abstract: The current study aims to empirically explore consumer perceptions of corporate social responsibility (CSR) programs and their effects on brand image, brand trust, and positive consumer word of mouth in the context of Indian banking. A non-random sample technique was used, and 328 valid responses were obtained for the study. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze the proposed model. According to the study’s findings, consumer perception of CSR positively, significantly, and directly affects brand trust. In the association between CSR and brand image and consumer word of mouth, brand trust has a partial mediating effect. By identifying links between CSR, brand image, and word of mouth by using consumer trust as a crucial mediator, this study aims to advance existing knowledge. As a result, this research adds to the body of CSR literature and investigates CSR’s various implications for marketing outcomes.

Keywords: brand image; brand trust; CSR; word of mouth; corporate social responsibility (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)

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