1. importance of brand trust |on corporate social responsibility
Authors : Dr. Ravi Kumar Goriparth, Dr. Merga Mekuria, Dr. Terefe Zeleke
Pages : 315-322
DOI : http://dx.doi.org/10.21172/1.83.047
Keywords : CSR, Brand Trust, Relationship, Abstract :Corporate Social Responsibility (CSR) had a positive impact on consumer behavior, but even so little was known about these effects, research into trust specifically in a brand context is limited and the relationship between CSR and brand trust specifically needs to be identified. This paper tries to identify the relationship between CSR and brand trust, as well as the variables that best represent CSR. The findings showed that two components represented CSR which were legal & employee and ethics & economic and indicates there are different areas that both represent CSR and effect brand trust. In the multiple regression analysis, the legal & employee component was the most influential component for the overall data and the socially responsible company as CSR explains a 22% variance on brand trust. The variance of brand trust that is explained by CSR in regards to the socially responsible company is greater than the variance explained by the less socially responsible company; the more socially responsible the company the larger percentage effect CSR has on brand trust. Overall this study explores the linkages between CSR and brand trust and provides a foundation for further research and identifies several important implications for the leaders of organizations to consider in terms of CSR investment and the effects on brands within their portfolio.
Citing this Journal Article :Dr. Ravi Kumar Goriparth, Dr. Merga Mekuria, Dr. Terefe Zeleke, " importance of brand trust |on corporate social responsibility ", Volume 8 Issue 3 - May 2017, 315-322
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