The effect of corporate social responsibility on consumer-based brand equity: A research on automobile brands

One of the important issues that businesses emphasize in order to gain advantage in today's competitive environment is corporate social responsibility. Because the consumers' expectations from businesses are not only products and services, but also they expect them to behave responsibly towards society. Consumers care about the corporate social responsibility of businesses and brands of businesses with corporate social responsibility are more accepted by consumers. The aim of the research is to examine the effect of corporate social responsibility on consumer-based brand equity dimensions and the effects of these dimensions on purchasing intention. In this context, an online survey form was prepared on Google Forms. Data were collected with the online questionnaire form and the obtained data were analyzed with SPSS and AMOS programs. As a result of the factor analysis, the consumer-based brand equity was determined as three dimensions: brand association / awareness, brand loyalty and perceived quality. As a result of the hypothesis tests, it was concluded that corporate social responsibility has a significant positive effect on all dimensions of brand equity and all dimensions of brand equity have a significant effect on purchasing intention.