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The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction

Author

Listed:
  • Joana Araújo

    (ISCAP, Polytechnic of Porto, 4465-004 Porto, Portugal)

  • Inês Veiga Pereira

    (CEOS.PP, ISCAP, Polytechnic of Porto, 4465-004 Porto, Portugal)

  • José Duarte Santos

    (CEOS.PP, ISCAP, Polytechnic of Porto, 4465-004 Porto, Portugal)

Abstract

This paper aims to study the effect of corporate social responsibility (CSR) on brand image and brand equity and its impact on consumer satisfaction. The study follows a quantitative methodology, using the implementation of an online questionnaire distributed to people who bought, during the pandemic, a product that used a CSR action. Subsequently, data were analyzed through Smart PLS, following the Structural Equation Model. It was possible to conclude that the CSR initiatives positively affect consumer satisfaction through the mediating effect of brand image and brand equity. Further, brand image and brand equity improve when companies use CSR initiatives, and, despite what previous research has concluded, consumer satisfaction is not affected directly when CSR initiatives are used. This research has also showed that CSR’s impact on brand image is higher for men, and CSR initiatives’ impact on brand equity is also higher for regular purchase consumers.

Suggested Citation

  • Joana Araújo & Inês Veiga Pereira & José Duarte Santos, 2023. "The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction," Administrative Sciences, MDPI, vol. 13(5), pages 1-16, April.
    • Handle: RePEc:gam:jadmsc:v:13:y:2023:i:5:p:118-:d:1132958
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    References listed on IDEAS

    as
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