Mediating Role of Customer Satisfaction between Corporate Social Responsibility and Customer-Based Brand Equity

Abstract

Using expectation conformation theory, this study theorized and empirically tested the relationship between corporate social responsibility (CSR) and customer-based brand equity via customer satisfaction. Data were collected from 225 customers of well-known brands of consumer goods and services using survey questionnaire consisting of standardized scales. Regression analysis using Baron and Kenney (1986) approach via SPSS was utilized to test the proposed hypotheses. Results confirm direct relationship between CSR and customer satisfaction and CSR and customer-based brand equity as well as direct effect of customer satisfaction on customer-based brand equity. In addition, the study also found support for mediating effect of customer satisfaction in relationship of CSR and customer-based brand equity. Importance of CSR activities, its awareness and communication are some of managerial implications of this study. Limitations of the study coupled with future directions have been highlighted.