The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions

Corporate social responsibility (CSR) is becoming one of the most critical challenges that firms must address to survive in competitive market. This study investigates impact customers’ CSR perceptions on their purchase intentions as mediated by brand equity, credibility, and reputation order identify benefits integration for business development. The employs a quantitative approach collect data from customers who cosmetics through an online survey. PLS-SEM software used analyze 380 responses. results indicate firm affect intention its brands future. Brand mediate intentions. Since previous studies have not employed comprehensive verifying influence exerts reputation, provide essential reference academics conduct empirical research subject. paper also particularly beneficial marketers managers wish develop marketing strategies management techniques boost efficiency.