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All Journal International Journal of Business, Law, and Education
Sri Mulyono
Universitas Horizon Indonesia Karawang
Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Law, Crime, Criminology & Criminal Justice Neuroscience Social Sciences Other

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Corporate Social Responsibility and Brand Equity: Moderating Effect of Consumer Trust in Emerging Market Intan Irawati; Sri Mulyono; Sri Sungkowati; Ade Onny Siagian
International Journal of Business, Law, and Education Vol. 6 No. 2 (2025): International Journal of Business, Law, and Education
Publisher : IJBLE Scientific Publications Community Inc.

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.56442/ijble.v6i2.1314

Abstract

Corporate Social Responsibility (CSR) has become a strategic priority for firms seeking to strengthen brand value, particularly in emerging markets where consumer expectations toward ethical and socially responsible business practices are rapidly evolving. This study investigates the influence of CSR on brand equity and examines the moderating role of consumer trust in enhancing this relationship. Utilizing a quantitative research approach, data were collected from 268 consumers in an emerging market context and analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that CSR has a positive and significant effect on brand equity, demonstrating that responsible business initiatives contribute not only to social welfare but also to consumer perceptions of brand value. Moreover, consumer trust significantly moderates the relationship between CSR and brand equity, indicating that CSR initiatives are more effective when consumers perceive the brand as trustworthy. The study enriches stakeholder theory and consumer-based brand equity literature by emphasizing trust as a critical variable that reinforces CSR outcomes. Practical implications suggest that companies in emerging markets should design CSR programs aligned with consumer expectations while ensuring transparency and consistency to build stronger brand loyalty. Future research is encouraged to explore additional contextual factors and cross-industry comparisons for broader generalization.
Co-Authors Ade Onny Siagian Intan Irawati Sri Sungkowati