The impact of corporate social responsibility dimensions on brand-related consequences with the mediating role of corporate branding – a case study from the iranian insurance sector

Abstract

Corporate social responsibility and branding are among the most im[1]portant sources of corporate competitive advantage. The aim of this study was to investigate the impact of corporate social responsibil[1]ity (economic, legal, social and philanthropic) dimensions on brand awareness, brand equity and brand loyalty through the mediating role of corporate branding. The statistical research population included clients of Parsian Insurance in Isfahan and the sample size was 257 people who were selected randomly. The data collection tool was a standard questionnaire with a five-point Likert scale. Data analysis was performed using structural equation modelling with the partial least squares approach and R-PLS software was used. According to the results, economic responsibility, social responsibility and philan[1]thropic responsibility had a positive impact on corporate branding. In addition, the positive effect of corporate branding on brand aware[1]ness, brand equity and brand loyalty was confirmed. The mediating role of corporate branding in the effect which economic responsibility, social responsibility, and philanthropic responsibility have on brand awareness, brand equity, and brand loyalty was confirmed.