The Effect of CSR To Brand Equity with the Mediating Role of Brand Trust and Corporate Reputation: A Case Study of Unilever Indonesia

Abstract

The purpose of this research is to investigate whether CSR initiatives could influence brand equity in the case of Unilever Indonesia and whether the relationship between CSR and brand equity could be mediated by brand trust and corporate reputation. As more consumers demand companies to be more socially responsible, it becomes necessary for companies to understand whether CSR initiatives could add value to a brand and whether the trust that consumers have towards a brand and a company’s corporate reputation could help CSR initiatives add value to a brand. Structural equation modeling analysis based on a sample of 121 Indonesian consumers, gathered using simple random sampling, supported the hypotheses of the research. The results showed that CSR has a significant impact on brand equity and that brand trust and corporate reputation could mediate the relationship between CSR and brand equity.

Keywords:

Unilever Indonesia, Brand Equity, Brand Trust, Corporate Reputation, Corporate Social Responsibility, Consumer Behavior.