The Effects of Corporate Philanthropy Communication Perception Variables on Brand Equity and Consumer Loyalty

Objectives: This study aims to verify how the factors contributing consumers’ perceptions of corporate philanthropy affect brand equity and consumer loyalty mediated by consumer-company identification trust. set direction for strategies philanthropic activities among South Korean companies based on a survey their CSR activities. It validated hypothetical model philanthropy, motivational factors, performance such as loyalty. Methods: Data were collected through an online survey. A total 390 questionnaire responses used in analysis, along with demographic characteristics respondents. bootstrap method analyze direct indirect effects size correction model. Results: The results showed that identification, trust statistically significant. Consumer perception transparency had significant effect identification. Conclusions: regarding transparency, authenticity value congruence positive