Corporate Social Responsibility and Firm-Based Brand Equity: The Moderating Effect of Marketing Communication and Brand Identity

To examine how the CSR activities facilitate a company’s brand-building process and useful in building its Brand Equity i.e., Firm-Based (FBBE). Methodology: For present study, responses have been elicited from sample of 69 company executives. Multi-stage sampling (method random sampling) is used study to select The collected dataset analyzed through SPSS (version 25) AMOS 24) software. Cronbach’s Alpha technique measure closely related set items are as group. This considered be scale reliability. Exploratory Factor Analysis (EFA) statistical method uncover underlying structure relatively large variables. Structural Equation Modeling (SEM) conducted order test hypotheses formulated for effect on with moderating Marketing Communication Identity. Findings: outcomes revealed that Corporate Social Responsibility (CSR), Communication, Identity positively associated. Thus, it can surmised affects mediating Originality: based original research facilitates new insight instead summarizing what already known form. Though many studies past, but relationship between few far between. Implications: outcome will cast light impact Image also future endeavors CSR. results help corporate houses strong brand image. As matter fact, implemented by companies offer better recognition, resulting greater awareness among customers society at large. Such initiatives brings trust loyalty. Consequently, loyalty so developed enhances strengthens Equity.