The Impact of Corporate Social Responsibility on Competitive Advantage through the Mediating Role of Brand Trust and Brand Equity

Abstract

The motives of the investigation is to learn more about how does corporate social responsibility matters in brand trust and brand equity in developing Competitive Advantage. Out of the 350 surveys we sent out, 330 persons answered, and 11 of those replies had unsuitable outcomes. So, we only considered the results of 309 questionnaires. Google Forms was used to create and distribute a digital questionnaire, which was used to gather data. Random sampling procedures were used to create the sample. The corporate social responsibility, brand trust, brand equity and competitive advantage were main variables of the investigation. A practical evaluation of the proposed framework is conducted by using statistical package for the social science version 26 for normality, reliability, frequency tables, standard deviation, mean, correlation and regression. Then CFA used to check model fit and validity and SEM used for hypothesized model. The corporate social responsibility has positive impact on competitive advantage by the mediating effect of brand trust and brand equity. This analysis helps to provide a deeper understanding of how the business engage in social activities to maintain loyalty in customer through trust and equity and gain competitive advantage. The point of this study was to examine the ways in which corporate social responsibility has affected competitive advantage by examining the mediating function of brand equity and trust across the different stages of the selected cycle.

Keywords: Corporate Social Responsibility, Brand Trust, Brand Equity, Competitive Advantage, Banking Sector, Punjab, Pakistan