International Journal of Management, Accounting and Economics
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Volume 2, No. 6, June 2015 Pages: 499 - 516
The Influence of the Perceptions of Corporate Social Responsibility on Trust toward the Brand
Héla Ben Ammar , Feten Ben Naoui , Imed Zaiem
Corresponding author:
h[dot]benammar[at]gmail[dot]com
Abstract:
The aim of this research is to study the influence of the perceived corporate social responsibility activities on trust toward the brand, on one hand, and to study the moderating role of personal support various causes, in the other hand. An empirical study conducted in the agribusiness sector revealed that the perceived corporate social responsibility activities have a positive and significant influence on trust toward the brand. Empirical results also showed that the levels and degrees of involvement of consumers in the different causes defended by a company play a moderating role in the relationship between the perceived activities of social responsibility and trust.
Keywords:
Corporate social responsibility (CSR), trust, personal support for various causes.
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