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

Author

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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)

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.

Suggested Citation

  • Imran Khan & Mobin Fatma, 2023. "CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust," Sustainability, MDPI, vol. 15(4), pages 1-10, February.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:4:p:3409-:d:1066802
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    References listed on IDEAS

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    2. Lee, Eun Mi & Park, Seong-Yeon & Rapert, Molly I. & Newman, Christopher L., 2012. "Does perceived consumer fit matter in corporate social responsibility issues?," Journal of Business Research, Elsevier, vol. 65(11), pages 1558-1564.
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    8. Tam Thien Vo & Xinning Xiao & Shuk Ying Ho, 2019. "How Does Corporate Social Responsibility Engagement Influence Word of Mouth on Twitter? Evidence from the Airline Industry," Journal of Business Ethics, Springer, vol. 157(2), pages 525-542, June.
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    Cited by:

    1. Mobin Fatma & Imran Khan, 2023. "An Integrative Framework to Explore Corporate Ability and Corporate Social Responsibility Association’s Influence on Consumer Responses in the Banking Sector," Sustainability, MDPI, vol. 15(10), pages 1-11, May.
    2. Jing Zhang & Ziyang Liu, 2023. "The Impact of Corporate Social Responsibility on Financial Performance and Brand Value," Sustainability, MDPI, vol. 15(24), pages 1-20, December.
    3. Mobin Fatma & Imran Khan, 2023. "Impact of CSR on Customer Citizenship Behavior: Mediating the Role of Customer Engagement," Sustainability, MDPI, vol. 15(7), pages 1-11, March.
    4. Xiaodan Wu & Richard Amoasi, 2024. "The role of CSR in sustaining corporate brands in the global market: The perspective of telecommunication companies in Ghana," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(1), pages 433-447, January.

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