Role of Moderators influencing the relationship between Corporate Social Responsibility perceptions and Brand Equity

Abstract

The concept of Corporate Social Responsibility (CSR) has been widely researched and debated in all disciplines of business studies, especially in the last two decades. In the marketing discipline, there has been extant research on the various effects of CSR perceptions on different aspects of brand. This relationship is found to be influenced by many moderating variables related to the company, consumers, and type of product. The moderating variable is one that is not itself affected by the predictor variable, but influences the relationship between a predictor variable and the outcome variable. Such a moderating variable is called as Moderator. The purpose of this study is to identify and detail the multiple moderators that affect the strength of the relationship between CSR perceptions and brand equity. This research includes studies from over 100 papers in this area and makes a significant contribution to this field. The study further provides a conceptual model and a comprehensive review of all aspects to be considered while studying the effects of perceptions of CSR among consumers on brand equity.