The Influence Of The Company'S Corporate Social Responsibility And Business Ethics On The Consumers’ Attitude And Love Towards The Brand

This study investigates the direct effect of the perception of social responsibility and business ethics on love and attitude towards a drug brand that can be obtained without a prescription, within Bosnia and Herzegovina. The data was collected through an online survey. In order to validate the suggested conceptual model, we used structural equation modeling (PLS-SEM). The results of the research underscore the crucial role of the perception of social responsibility in creating a positive brand attitude and brand love, while the perception of business ethics may prove to be less influential, particularly in the specific context of the pharmaceutical industry. This research expands the knowledge about consumer behavior and branding strategies in the context of the pharmaceutical industry, providing a better understanding of the complex relationships between social responsibility, business ethics, brand attitudes, and brand love. In this way it can contribute to the development of guidelines for improving practices within the pharmaceutical industry in Bosnia and Herzegovina.