The effect of Corporate Social Responsibility (CSR) and Advertising on Corporate Reputation and Purchase Intention: The mediating Role of Trust, Image, and Customer Satisfaction

Sergious, Antowan Eskander

doi:10.21608/acj.2020.79996

The effect of Corporate Social Responsibility (CSR) and Advertising on Corporate Reputation and Purchase Intention: The mediating Role of Trust, Image, and Customer Satisfaction

Document Type : Original Article

Author

Antowan Eskander Sergious

Faculty of Commerce Alexandria University

10.21608/acj.2020.79996

Abstract

The present study aimed to identify the effect of Corporate Social Responsibility (CSR) and Advertising on Corporate Reputation and Purchase Intention, as well as the mediating Role of Trust, Image, and Customer Satisfaction. It was applied to the Bank sector. The results indicate the effective Role of corporate social Responsibility in building each of Trust, Image, and Customer satisfaction. It also explains that Trust and Image play a mediating Role between corporate Social Responsibility and Corporate Reputation. Although the results didn`t prove the effect of Advertising on trust and Image, it proved the direct effect of advertising on corporate Reputation. Finally, the study Confirms the strong effect of Corporate social Responsibility on purchase intention, and the strong effect of corporate Reputation on purchase intention.

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