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

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.

Automated summary

The study aims to explore how consumer perceptions of CSR programs in Indian banking affect brand image, brand trust, and consumer word of mouth. A non-random sample technique was used and 328 valid responses were obtained. Confirmatory factor analysis (CFA) and structural equation modeling (SEM) were used to analyze the data. The study found that consumer perception of CSR positively and directly affects brand trust, and brand trust partially mediates the relationship between CSR and brand image and word of mouth. This research contributes to the CSR literature and examines the implications of CSR for marketing outcomes.