Measuring the Influence of Corporate Social Responsibility on Brand Equity through Building Positive Consumers' Attitude An Applied Industry on Food Industry.

Abstract

This research is investigating the impact of CSR on a core area that a lot of companies are working for, which is brand equity. How can the company utilize the positive perception about CSR to increase brand equity through positive attitude? On the other side the research is investigating if there is a direct relationship between CSR and Brand equity without the mediation of consumer’ attitude. CSR is assessed from the consumer’s perception and not from the employees’ or management’s perception. Also, the study is assessing CSR dimension has strongest impact on attitude and if there is a positive relation between legal, ethical, economic and philanthropic dimensions of CSR and between consumer’s attitude. Moreover, the research is measuring the influence of consumer’s attitude on brand equity. Which of the four dimensions of brand equity has influenced by consumer’s attitude; and what is the most important brand equity dimension from the customer’s point of view. The research also assesses the influence of customer’s demography like age, income and education on consumer’s perception relationship between the three research variables as well. The research proves the positive relationship between consumer’s perception toward CSR and brand equity. The relationship between the independent variable (CSR) and dependent variable (Brand Equity) through the mediator (attitude) is proved as well the direct relationship between (CSR) and brand equity is proved.