The Role of Trust in the Relation Between Corporate Social Responsibility and Brand Equity

Authors

  • Ivan Lapuente Garrido UNISINOS Universidade do Vale do Rio dos Sinos
  • Fernando Cunha UNISINOS Universidade do Vale do Rio dos Sinos
  • Fernanda Matte Cavalcante UNISINOS Universidade do Vale do Rio dos Sinos

DOI:

https://doi.org/10.5007/2175-8077.2014v16n39p101

Abstract

The aim of this study is to comprehend the role of trust on the relation between corporate social responsibility (CSR) and brand equity (BE). Based on the literature, three different models have been developed proposing the relationship among the constructs. The models have been evaluated using Structural Equation Modeling. We have used a sample with 148 clients of one of the largest Brazilian banks. From the comparison of the proposed models was verified the absence of support for the direct relation between CSR and brand equity (H1 was not supported). The hypothesis that trust mediates the relationship between CSR – BE (H2) and it is a complete mediation (H2a), were supported. We conclude that actions in CSR result in benefits to the organization (brand equity) through the growing of trust, or in other words, trust mediates completely the relationship between CSR and brand equity.

Author Biographies

Ivan Lapuente Garrido, UNISINOS Universidade do Vale do Rio dos Sinos

Professor do Programa de Pós Graduação em Administração - UNISINOS

Fernando Cunha, UNISINOS Universidade do Vale do Rio dos Sinos

Doutorando em Administração na UNISINOS

Fernanda Matte Cavalcante, UNISINOS Universidade do Vale do Rio dos Sinos

Mestre em Administração - UNISINOS

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Published

2014-08-15

How to Cite

Garrido, I. L., Cunha, F., & Cavalcante, F. M. (2014). The Role of Trust in the Relation Between Corporate Social Responsibility and Brand Equity. Revista De Ciências Da Administração, 101–118. https://doi.org/10.5007/2175-8077.2014v16n39p101

Issue

V.16 N.39 Agosto 2014

Section

Articles

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