Investigating the effects of corporate social responsibility on company reputation and brand equity with the mediating role of brand trust

Subject Areas : Marketing

Abbas  Ghaedamini Harouni ¹ (PhD in Cultural Management, , lecturer at the Comprehensive University of Applied Sciences of Farsan Center)
Mehrdad  Sadeghi ² (Assistant Professor of Facuty Management Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran Islamic Azad University, Tehran ,Iran)
Samaneh  kaldani ³ (MSc. Assistant Cultural Managementof of Facuty Humanities Sciences Isfahan (Khorasgan) Branch, Islamic Azad University, Isfahan, Iran)
Ghulam Reza  Maleki Farsani ⁴ (PhD in Cultural Management, , lecturer at the Comprehensive University of Applied Sciences of FarsanCenter)

Received: 2022-10-16 Accepted : 2023-02-26 Published : 2023-05-22

Keywords: Brand trust, Corporate social responsibility, Brand Equity, company reputation,

Abstract :

The purpose of this research is to determine the effects of corporate social responsibility on the company's reputation and brand equity with the mediating role of trust in the brand. The statistical population of this research was made up of all the customers in the branches of Saderat Bank in the number of 4662118, and 645 people were selected as a sample through the Cochran sampling formula through the purposeful sampling method dependent on the criteria. colleagues (2019) and the standard questionnaire of Suki and Suki's company reputation (2019) and the standard questionnaire of Sifsi et al.'s brand equity (2016) and the standard questionnaire of brand trust Tzemplikos and Gounaris (2017) that the validity of the questionnaires were based on validity The content was analyzed using the opinions of experts, the form based on the views of a number of the statistical community and the structure were examined with the factor analysis method, and on the other hand, the reliability of the questionnaires was 0.77, 0.77, 0.75 and Cronbach's alpha method respectively. 0.75 was estimated. Data analysis was done at two descriptive and inferential levels including structural equation modeling. The results of the research showed that corporate social responsibility through trust in the brand has a positive and significant effect on the reputation of the company, the coefficient of this effect is 0.735, and corporate social responsibility through trust in the brand has a positive and significant effect on the brand equity, the coefficient of which is 0.735.