Héla Ben Ammar - Department of Management, High Business School, Tunis, Tunisia
Feten Ben Naoui - Department of Management, High Business School, Tunis, Tunisia
Imed Zaeim - Department of Management, FSEGN, Nabeul, Tunisia

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.

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