Corporate Social Responsibility and Brand Advocacy among Consumers: The Mediating Role of Brand Trust

Despite the increasing interest in the area of corporate social responsibility (CSR), there is a very limited understanding of the mechanism of perceived CSR and its effect on consumer behavioral outcomes. Additionally, there is limited evidence on the role of brand trust in influencing brand advocacy. The aim of this study is to examine the direct and indirect influence of consumer perception of CSR on brand advocacy behavior. This research proposes a framework and examines the relationship between CSR and brand advocacy behaviors, including the role of brand trust. This study is quantitative in nature. Data were collected from 336 consumers of retail banks in India. The results were analyzed using the SEM through AMOS 22.0. This present research made a contribution to the CSR literature by taking the important role of brand trust in the relationship between CSR and brand advocacy behavior.