The Effect of Corporate Social Responsibility on Brand Image and Brand Equity and Its Impact on Consumer Satisfaction

This paper aims to study the effect of corporate social responsibility (CSR) on brand image and equity its impact consumer satisfaction. The follows a quantitative methodology, using implementation an online questionnaire distributed people who bought, during pandemic, product that used CSR action. Subsequently, data were analyzed through Smart PLS, following Structural Equation Model. It was possible conclude initiatives positively affect satisfaction mediating equity. Further, improve when companies use initiatives, and, despite what previous research has concluded, is not affected directly are used. also showed CSR’s higher for men, initiatives’ regular purchase consumers.