A review Role of corporate sustainability and social responsibility in marketing and branding

Abstract

One of the most pressing issues for companies to overcome in order to thrive in today's economically volatile and competitive environment is corporate social responsibility (CSR). This research seeks to discover the advantages of CSR integration for company growth by examining the effect of consumers' CSR views on their buy intentions via the mediating roles of brand equity, brand credibility, and brand reputation. The research takes a quantitative approach by surveying female internet cosmetics shoppers. The 380 replies are analyzed using PLS-SEM software. The findings suggest that consumers' views on a company's CSR have an impact on their propensity to buy the brand in the future. The relationship between consumer views of a company's CSR efforts and their desire to make a purchase is mediated by their evaluation of the brand's equity, credibility, and reputation. The findings represent a valuable resource for academics doing empirical research on the topic, since no prior studies have used a complete strategy to confirming the effect that CSR exerts via brand credibility, brand reputation, and brand equity. This document is also useful for managers and marketers who want to learn how to create effective marketing strategy and brand management methods.