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

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