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Corporate Social Responsibility’s Influence on Brand Image in the Automotive Sector: The Corporate Reputation and Product Quality Role

Author

Listed:
  • Mohsen Brahmi

    (Department of Economic Sciences, University of Sfax, Sfax 2134, Tunisia)

  • Zahid Hussain

    (Department of Business Administration, Khadim Ali Shah Bukhari Institute of Technology, Karachi 74400, Pakistan)

  • Muhammad Ussama Majeed

    (Department of Management Sciences, National University of Modern Languages, Lahore 54000, Pakistan)

  • Arman Khan

    (Department of Business Administration, Shaheed Benazir Bhutto University, Shaheed Benazirabad, Sindh 67450, Pakistan)

  • Muhammad Asif Qureshi

    (Bahria Business School, Bahria University Karachi Campus, Karachi 75600, Pakistan)

  • Rohit Bansal

    (Adjunct Faculty, Rockford College, Rockdale, NSW 2216, Australia)

Abstract

This study investigates the impact of perceived corporate social responsibility (CSR) on brand image within the automotive industry. It also examines how company reputation (CR) and product quality (PQ) mediate the relationship between CSR and brand image (BI). Utilizing a sample of 243 clients from the Pakistani automotive sector, data were collected through a survey and analyzed using structural equation modeling (SEM) with AMOS version 24.0. The results indicate that perceived CSR positively influences brand image, with both company reputation and product quality acting as significant mediators. This underscores the importance of CSR initiatives for enhancing brand image. The findings have significant implications for auto manufacturers, highlighting the need to integrate CSR into their strategic brand management to improve company reputation, product quality, and, ultimately, brand image. This study expands the conventional understanding of CSR’s impact on consumer perceptions and addresses a critical gap in the literature.

Suggested Citation

  • Mohsen Brahmi & Zahid Hussain & Muhammad Ussama Majeed & Arman Khan & Muhammad Asif Qureshi & Rohit Bansal, 2025. "Corporate Social Responsibility’s Influence on Brand Image in the Automotive Sector: The Corporate Reputation and Product Quality Role," Administrative Sciences, MDPI, vol. 15(4), pages 1-17, March.
    • Handle: RePEc:gam:jadmsc:v:15:y:2025:i:4:p:121-:d:1619851
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    References listed on IDEAS

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    1. Mark Pritchard & Theresa Wilson, 2018. "Building corporate reputation through consumer responses to green new products," Journal of Brand Management, Palgrave Macmillan, vol. 25(1), pages 38-52, January.
    2. Enrique Bianchi & Juan Manuel Bruno & Francisco J. Sarabia-Sanchez, 2019. "The impact of perceived CSR on corporate reputation and purchase intention," European Journal of Management and Business Economics, Emerald Group Publishing Limited, vol. 28(3), pages 206-221, February.
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    4. Fatih Özcan & Meral Elçi, 2020. "Employees’ Perception of CSR Affecting Employer Brand, Brand Image, and Corporate Reputation," SAGE Open, , vol. 10(4), pages 21582440209, November.
    5. Mohamad Iruwan Ghuslan & Romlah Jaffar & Norman Mohd Saleh & Mohd Hasimi Yaacob, 2021. "Corporate Governance and Corporate Reputation: The Role of Environmental and Social Reporting Quality," Sustainability, MDPI, vol. 13(18), pages 1-24, September.
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