The Influence of the Perceptions of Corporate Social Responsibility on Trust toward the Brand

The aim of this research is to study the influence of the perceived corporatesocial responsibility activities on trust toward the brand, on one hand, and tostudy the moderating role of personal support various causes, in the other hand.An empirical study conducted in the agribusiness sector revealed that theperceived corporate social responsibility activities have a positive andsignificant influence on trust toward the brand. Empirical results also showedthat the levels and degrees of involvement of consumers in the different causesdefended by a company play a moderating role in the relationship between theperceived activities of social responsibility and trust.

کلیدواژه ها:

Corporate social responsibility (CSR) ، trust ، personalsupport for various causes