Corporate social responsibility and branding are among the most important sources of corporate competitive advantage. The aim of this study was to investigate the impact of corporate social responsibility (economic, legal, social and philanthropic) dimensions on brand awareness, brand equity and brand loyalty through the mediating role of corporate branding. The statistical research population included clients of Parsian Insurance in Isfahan and the sample size was 257 people who were selected randomly. The data collection tool was a standard questionnaire with a five-point Likert scale. Data analysis was performed using structural equation modelling with the partial least squares approach and R-PLS software was used. According to the results, economic responsibility, social responsibility and philanthropic responsibility had a positive impact on corporate branding. In addition, the positive effect of corporate branding on brand awareness, brand equity and brand loyalty was confirmed. The mediating role of corporate branding in the effect which economic responsibility, social responsibility, and philanthropic responsibility have on brand awareness, brand equity, and brand loyalty was confirmed.
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Doctoral School of Economic and Regional Sciences, Hungarian University of Agriculture and Life Sciences(MATE), Gödöllő2100, Hungary.
Institute of Economic Sciences, Hungarian University of Agriculture and Life Sciences (MATE), Gödöllő, Hungary.