CORPORATE SOCIAL RESPONSIBILITY, BRAND EQUITY, AND CONSUMER PURCHASE INTENTION: EXAMINING THE MEDIATING ROLE OF BRAND EQUITY

Abstract

This study examines the relationship among corporate social responsibility (CSR), consumer-based brand equity, and consumer purchase intention, with particular emphasis on brand equity as the mechanism through which responsible corporate conduct is translated into marketplace behavior. The study adopts a qualitative, conceptual, and literature-synthesis design rather than claiming new survey evidence. Drawing on stakeholder theory, signaling theory, social identity theory, and customer-based brand equity logic, it argues that CSR affects purchase intention through two related routes. First, CSR can directly shape purchase intention when consumers interpret responsible conduct as a relevant ethical or functional cue. Second, and more importantly, CSR can create indirect value by improving brand awareness and associations, perceived quality, trust, reputation, loyalty, and emotional attachment. These brand-equity assets reduce uncertainty and strengthen preference, making purchase more likely. The analysis also identifies important boundary conditions: CSR awareness, perceived authenticity, brand–cause fit, prior reputation, industry sensitivity, consumer values, and skepticism. The paper concludes that brand equity is best understood as a partial and contingent mediator rather than an automatic outcome of CSR. Managerially, CSR produces stronger consumer response when it is material to the firm’s stakeholders, consistent with brand identity, sustained over time, and communicated with credible evidence rather than promotional exaggeration.