CSR Influence on Brand Image and Consumer Word of Mouth: Mediating Role of Brand Trust

The current study aims to empirically explore consumer perceptions of corporate social responsibility (CSR) programs and their effects on brand image, trust, positive word mouth in the context Indian banking. A non-random sample technique was used, 328 valid responses were obtained for study. Confirmatory factor analysis (CFA) structural equation modeling (SEM) used analyze proposed model. According study’s findings, perception CSR positively, significantly, directly affects trust. In association between image mouth, trust has a partial mediating effect. By identifying links CSR, by using as crucial mediator, this advance existing knowledge. As result, research adds body literature investigates CSR’s various implications marketing outcomes.