Structural equation research modeling provided support for the hypotheses resulting from a sample of 867 South Korean consumers. CSR disclosed results which has a direct positive influence on the image of the corporate brand and on its reputation. In addition, the results indicate that the relationship between CSR and corporate image is regulated by the corporate brand credibility.
In fact, the prestige of corporate brands mediates the relationship between CSR and the image of corporates. Eventually, the relation between CSR and corporate brand value is regulated sequentially and entirely by a corporate reputation for corporate brand legitimacy.
The theoretical and organizational consequences of the findings and weaknesses will be addressed and future strategies for study will be suggested.
The purpose of this study is to examine the relation among CSR and the results of corporate marketing (i.e., corporate brand credibility, corporate reputation, and corporate brand equity) that has been ignored in previous research to date. This study shows that CSR has a substantially positive impact on the image and public integrity of the corporate brand.
Secondly, the integrity of corporate brands performs a mediating role in the relationship between CSR and corporate image and the brand equity relationship between CSR and company.
In fact, CSR’s relationship to corporate brand equity is driven by corporate credibility. Lastly, the relation among CSR and corporate brand equity is mediated sequentially through legitimacy of the corporate brand and corporate reputation. In short, the relation between CSR and corporate brand equity is completely managed through the integrity of corporate brands and corporate reputations.