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Corporate Social Responsibility and Brand Advocacy among Consumers: The Mediating Role of Brand Trust

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  • Mobin Fatma

    (Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia)

  • Imran Khan

    (Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia)

Abstract

Despite the increasing interest in the area of corporate social responsibility (CSR), there is a very limited understanding of the mechanism of perceived CSR and its effect on consumer behavioral outcomes. Additionally, there is limited evidence on the role of brand trust in influencing brand advocacy. The aim of this study is to examine the direct and indirect influence of consumer perception of CSR on brand advocacy behavior. This research proposes a framework and examines the relationship between CSR and brand advocacy behaviors, including the role of brand trust. This study is quantitative in nature. Data were collected from 336 consumers of retail banks in India. The results were analyzed using the SEM through AMOS 22.0. This present research made a contribution to the CSR literature by taking the important role of brand trust in the relationship between CSR and brand advocacy behavior.

Suggested Citation

  • Mobin Fatma & Imran Khan, 2023. "Corporate Social Responsibility and Brand Advocacy among Consumers: The Mediating Role of Brand Trust," Sustainability, MDPI, vol. 15(3), pages 1-10, February.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:3:p:2777-:d:1056746
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    1. Mobin Fatma & Imran Khan, 2023. "How Do Bank Customers’ Perceptions of CSR Influence Marketing Outcomes: Their Trust, Identification, and Commitment?," Sustainability, MDPI, vol. 15(7), pages 1-10, March.
    2. Lingbo Lyu & Li Zhai & Mohamed Boukhris & Ahsan Akbar, 2023. "Impact of Corporate Social Responsibility Practices on Impulse Buying Intention: Exploring the Moderating Influence of Social Media Advertising," Sustainability, MDPI, vol. 15(23), pages 1-20, November.
    3. Kamer-Ainur Aivaz & Anamaria Mișa & Daniel Teodorescu, 2024. "Exploring the Role of Education and Professional Development in Implementing Corporate Social Responsibility Policies in the Banking Sector," Sustainability, MDPI, vol. 16(8), pages 1-17, April.
    4. Kurtulan Ali & Begeç Suat, 2023. "Effects of Social Responsibility Practices on the Brand Image, Brand Awareness, and Brand Loyalty of Sponsor Businesses: A Study on Sports Clubs," Economics - The Open-Access, Open-Assessment Journal, De Gruyter, vol. 17(1), pages 1-14.
    5. Amoako, George Kofi & Dartey-Baah, Kwasi & Naatu, Felicia & Acquah, Innocent Senyo Kwasi & Gabrah, Antoinette Yaa Benewaa, 2024. "Corporate social responsibility and brand performance: Evidence from Ghana," Journal of International Management, Elsevier, vol. 30(4).
    6. Luísa Pinto, 2023. "A Qualitative Analysis of Corporate Social Responsibility in Saudi Arabia’s Service Sector-Practices and Company Performance," Sustainability, MDPI, vol. 15(12), pages 1-14, June.
    7. Liubov Vasylyshyna & Kateryna Yahelska, 2024. "Modeling the design of marketing research of the brands’ social responsibility," Technology audit and production reserves, PC TECHNOLOGY CENTER, vol. 3(4(77)), pages 21-24, June.

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