The Effect of Perceived Brand Social Responsibility on Brand Equity: The Mediating Role of Brand Image
Keywords:
Perceived Brand Social Responsibility, Brand Equity, Brand Image, Corporate Social Responsibility, Structural Equation ModelingAbstract
This study aimed to investigate the effect of perceived brand social responsibility on brand equity and to examine the mediating role of brand image in this relationship among employees of Dr. Abidi Pharmaceutical Company. This applied study employed a descriptive-correlational design. The statistical population consisted of 650 employees of Dr. Abidi Pharmaceutical Company, from whom 242 participants were selected through simple random sampling based on Cochran’s formula. Data were collected using Rich’s (2002) Brand Social Responsibility Questionnaire, Nam et al.’s (2011) Brand Equity Questionnaire, and Rahimnia and Fatemi’s (2012) Brand Image Questionnaire. Data analysis was conducted using SPSS version 26 and SmartPLS. After assessing descriptive statistics and normality assumptions, structural equation modeling was employed to evaluate the direct and indirect relationships among the study variables. The structural model results indicated that perceived brand social responsibility had a positive and significant effect on brand equity (β = 0.281, T = 2.805, p < 0.01). Furthermore, perceived brand social responsibility exerted a positive and significant effect on brand image (β = 0.163, T = 1.367, p < 0.01). Mediation analysis revealed that brand image played a significant partial mediating role in the relationship between perceived brand social responsibility and brand equity. The indirect effect of perceived brand social responsibility on brand equity through brand image was estimated at 0.037 and was statistically significant. These findings demonstrate that perceived brand social responsibility enhances brand equity both directly and indirectly through the improvement of brand image. The findings suggest that perceived brand social responsibility is a critical determinant of brand equity, while brand image serves as an important mechanism through which this influence is transmitted. Therefore, organizations should not only engage in socially responsible activities but also effectively communicate these initiatives to stakeholders in order to strengthen brand image and maximize brand equity. Such efforts can contribute to sustainable competitive advantage, stronger stakeholder loyalty, and long-term organizational success.
Downloads
References
Abbas, J., Mahmood, S., Ali, H., Ali, R., Vianna, A. F. N., & Kizilbash, A. T. (2019). The Effects of Corporate Social Responsibility Practices on Consumer Purchase Intention and Brand Equity: The Mediating Role of Brand Image. International Journal of Business and Management, 14(7), 138-148.
Aghajani, A., & Behboudi, O. (2023). The Influence of Customer Sustainable Interactive Behavior on Perceived Brand Social Responsibility, Environmental Concerns, and Green Trust: A Study of Customers of Agricultural Products.
Badaghi, P. (2024). The Effect of Sustainability on Competitiveness and Brand Image. Third International Conference on Research in Accounting, Management, Economics, and Humanities,
Carvalho, L., Brandão, A., & Pinto, L. H. (2021). Understanding the Importance of eWOM on Higher Education Institutions' Brand Equity. Journal of Marketing for Higher Education, 31(2), 261-279. https://doi.org/10.1080/08841241.2020.1788196
Datta, H., Ailawadi, K. L., & van Heerde, H. J. (2017). How Well Does Consumer-Based Brand Equity Predict Performance Outcomes? Journal of Marketing, 81(3), 1-20. https://doi.org/10.1509/jm.15.0340
Dehdashti Shahrokh, Z., Taghavifard, A., & Rostami, A. (2020). Explaining a Model of the Effect of Brand Equity on Consumer Responses with the Mediating Role of Trust and Satisfaction. Scientific Quarterly Journal of Business Management, 12(3), 618-640.
Dwivedi, A., Nayeem, T., & Molesworth, I. (2018). Brand Experience and Consumers' Willingness-to-Pay (WTP) a Price Premium: Mediating Role of Brand Equity. Journal of Retailing and Consumer Services, 44, 274-280. https://doi.org/10.1016/j.jretconser.2018.06.009
Ebrahimi, A., Sayyah, M., & Gheyasi, N. (2020). Examining the Effect of Corporate Social Responsibility on Customer Loyalty with the Mediating Role of Brand Image and Customer Trust. International Business Management Quarterly, 3(1), 75-98.
Fatma, M., Khan, I., & Rahman, Z. (2018). CSR and Consumer Behavioral Responses: The Role of Customer-Company Identification, Prior CSR Knowledge and Consumer-Brand Trust. Social Responsibility Journal, 14(4), 830-853.
Foroudi, P., Jin, Z., Gupta, S., Melewar, T. C., & Foroudi, M. M. (2016). Influence of Corporate Logo, Corporate Image and Corporate Reputation on Brand Equity and Brand Loyalty: A Localized Perspective. Journal of Business Research, 69(12), 5413-5421.
Girard, T., & Pinar, M. (2021). An Empirical Study of the Dynamic Relationships between the Core and Supporting Brand Equity Dimensions in Higher Education. Journal of Applied Research in Higher Education, 13(3), 710-740. https://doi.org/10.1108/JARHE-04-2020-0097
Glaveli, N. (2021). Corporate Social Responsibility and Customer Loyalty in Banking: The Role of Customer Identification, Satisfaction and Brand Image. International Journal of Bank Marketing, 39(6), 941-963.
Gomez-Rico, M., Guerrero-Baena, M. D., Sánchez-Cubo, F., & García-Martí, E. (2021). The Role of Corporate Social Responsibility in Image and Loyalty: A Meta-Analysis. Sustainability, 13(23), 13345.
Haji Babaei, H., & Ghamari, H. (2025). The Effect of Social Responsibility on Employees' Perception of Brand Equity with the Mediating Role of Brand Reputation. Eleventh National Conference on Modern Studies and Research in Humanities, Management, and Entrepreneurship in Iran, Tehran.
Hassani, M., & Gheyasi, S. (2022). Explaining the Relationship between Brand Social Responsibility and Brand Equity with the Mediation of Customer-Brand Identification. Marketing Management Studies, 14(55), 1-22.
Inanloo, S., Shabani Bahar, G., Soleimani, M., & Afkar, A. (2021). The Effect of Personality, Attitude, Trust, and Brand Equity on Purchase Intention of Branded Sports Goods.
Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, N. (2021). The Impact of Corporate Social Responsibility on Customer Loyalty: The Mediating Role of Corporate Reputation, Customer Satisfaction, and Trust. Sustainable Production and Consumption, 25, 123-135. https://doi.org/10.1016/j.spc.2020.07.019
Khoshtaria, T., Datuashvili, D., & Matin, A. (2020). The Impact of Brand Equity Dimensions on University Reputation: An Empirical Study of Georgian Higher Education. Journal of Marketing for Higher Education, 30(2), 239-255. https://doi.org/10.1080/08841241.2020.1725955
Kimasi, M., & Khoshnevis, M. (2017). Using the ZMET Technique to Examine Current and Desired Brand Image. Brand Management, 11(4), 29-48.
Latif, K. F., Pérez, A., & Sahibzada, S. A. (2020). Corporate Social Responsibility (CSR) and Customer Loyalty in the Hotel Industry: A Cross-Country Study. International Journal of Hospitality Management, 89, 102565. https://doi.org/10.1016/j.ijhm.2020.102565
Lee, S., & Kim, J. (2025). The Impact of Perceived Corporate Social Responsibility on Brand Equity: The Mediating Role of Brand Image and Consumer Trust. Journal of Business Research, 169, 114-125.
Liu, M. T., Liu, Y., Mo, Z., Zhao, Z., & Zhu, Z. (2019). How CSR Influences Customer Behavioural Loyalty in the Chinese Hotel Industry. Asia Pacific Journal of Marketing and Logistics, 32(1), 1-22. https://doi.org/10.1108/APJML-04-2018-0160
Mohammadi, R., & Heydari, M. (2021). The Effect of Brand Equity Dimensions on Repurchase Intention Considering the Mediating Role of Brand Attachment. Marketing Management Studies, 13(4), 90-115.
Mohammadpour, A. (2025). Examining the Effect of Brand Equity on Customers' Attitudinal Approach. First National Conference on the Role of Management and Accounting Sciences in Improving Monetary and Fiscal Policies, Sari.
Mourad, M., Meshreki, H., & Sarofim, S. (2020). Brand Equity in Higher Education: Comparative Analysis. Studies in Higher Education, 45(1), 209-231. https://doi.org/10.1080/03075079.2019.1582012
Pires, V., & Trez, G. (2018). Corporate Reputation: A Discussion on Construct Definition and Measurement and Its Relation to Performance. Revista De Gestão, 25(1), 47-64. https://doi.org/10.1108/REGE-11-2017-005
Rahmanseresht, H., Khalili Araghi, M., & Afkhami, M. (2017). Corporate Social Responsibility and Its Effect on Brand Reputation and Performance. Business Management Perspective, 16(30), 121-140.
Rodriguez, M., & Pereira, D. (2022). Perceived Corporate Social Responsibility and Brand Equity: The Mediating Role of Brand Image and Moderating Role of Moral Identity. European Journal of Marketing, 56(11), 2874-2898.
Salavatian, S., Nemati Anaraki, D., & Arzhang, M. (2016). Identifying Factors Affecting the Brand Image of Islamic Republic of Iran Broadcasting Television Networks. Brand Management, 3(1), 69-96.
Salehi, A., & Mousavi, S. M. (2019). Examining the Role of Brand Equity in Enhancing Customer Loyalty with Emphasis on Perceived Service Quality. Brand Management, 6(18), 45-72.
Saremi, A., Sadeghian Qaragheh, S., Shokri, S., & Mohammadi, Y. (2017). Factors Affecting Brand Attractiveness with the Moderating Role of Brand Uncertainty Avoidance. Brand Management, 4(11), 143-174.
Sazvar, A., Ghaedi, M., & Mohammadi, E. (2019). The Role of Brand Affiliation Strength in International Higher Education Brand Equity. Research and Planning in Higher Education(3), 123-145. https://doi.org/10.1016/j.jbusres.2016.01.020
Servera-Francés, D., & Piqueras-Simó, S. (2019). The Effects of Corporate Social Responsibility on Consumer Loyalty through Consumer Perceived Value. Economic Research-Ekonomska Istraživanja, 32(1), 66-84. https://doi.org/10.1080/1331677X.2018.1547202
Thompson, L., & Davis, E. (2023). Brand Image as a Mediator between Corporate Social Responsibility Perception and Brand Equity in Food and Beverage Sector. Journal of Marketing Management, 39(3-4), 278-300.
Wu, W. Y., Liao, C. H., Chen, R. J., & Hsu, K. C. (2020). Service Quality, Brand Image, and Price Fairness: A Study of Customer Satisfaction and Loyalty. Total Quality Management & Business Excellence, 31(5-6), 562-582.
Yamada, T., & Ito, R. (2024). Corporate Social Responsibility Perception and Brand Equity: The Mediating Influence of Brand Image in the Automotive Industry. Sustainability, 16(8), 4220.
Zare, M., Shah Tahmasbi, E., & Saffari, M. (2021). The Role of Perceived Social Responsibility in Repurchase Intention with the Mediating Effect of Satisfaction and Mental Image. Modern Research in Management and Accounting, 4(12), 45-62.
Zarei, A., & Kazemi, A. (2018). Analyzing the Relationship between Brand Image and Brand Equity in Creating Customer Loyalty. Commercial Research Journal, 22(87), 105-130.
Downloads
Published
Submitted
Revised
Accepted
Issue
Section
License
Copyright (c) 1404 فرزانه مصطفائی
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
