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The Role of Corporate Social Responsibility as a Moderation in the Relationship Between Brand Image, Customer Satisfaction, and Customer Trust– A Conceptual Analysis

In: Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025)

Author

Listed:
  • Dadik Sri Karyanto

    (Universitas Sarjanawiyata Tamansiswa)

  • Ambar Lukitaningsih

    (Universitas Sarjanawiyata Tamansiswa)

Abstract

This study aims to analyze the role of Corporate Social Responsibility (CSR) as a moderation variable in the relationship between Brand Image, Customer Satisfaction, and Customer Trust. In today’s digital age and competitive business environment, organisations now more than ever have to establish a favorable brand perception and win the trust of customers. The positive influence of CSR including social and environmental contributions on the brand image, customer satisfaction, and consumer’s trust would lead to a competitive advantage. This research developed a model that integrates CSR as a moderator that strengthens the relationship between Brand Image, Customer Satisfaction, and Customer Trust. Based on the Stakeholder theory, CSR is considered a form of corporate responsibility towards various stakeholders, which plays a role in increasing the company’s legitimacy in the eyes of consumers. The results of this study are expected to provide new insights into how CSR can be an important strategy in building long-term relationships between companies and consumers, especially in diverse industries.

Suggested Citation

  • Dadik Sri Karyanto & Ambar Lukitaningsih, 2026. "The Role of Corporate Social Responsibility as a Moderation in the Relationship Between Brand Image, Customer Satisfaction, and Customer Trust– A Conceptual Analysis," Advances in Economics, Business and Management Research, in: Syamsul Hadi & Riskin Hidayat & Ambar Lukitaningsih & Ong Lin Dar & Taufik Abd Hakim (ed.), Proceedings of the 1st International Conference on Business, Economic, and Social Sustainability (ICOBES 2025), pages 294-306, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6239-626-5_22
    DOI: 10.2991/978-94-6239-626-5_22
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