Impact of CSR, Brand Image, Brand Equity and Consumer Satisfaction: An Empirical Study

The objectives of this paper are to study the effect of corporate social responsibility (CSR) on brand. image & brand equity and its effect on consumer satisfaction. The study is of quantitative type methodology, using the implementation of an online questionnaire distributed to people who bought, In the time of pandemic, a product that employed a CSR action. Data were then analyzed using Smart PLS based on Structural Equation Model. There is a conclusion that the CSR could be drawn the effect of initiatives on consumer satisfaction is mediated by the brand image, demonstrating this as a positive relationship and brand equity. In addition, companies reap benefits in terms of brand image and brand equity by leveraging on CSR programmes. Previous studies have found that consumers' satisfaction is not directly impacted by and contrary to what has been determined, satisfaction is not a function of the type of personalization performed. This research has also revealed that CSR effect on brand image is greater for men, and CSR initiatives’ impact on brand equity is also higher for regular purchase consumers.

corporate social responsibility, consumer, satisfaction, brand

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