Corporate Social Responsibility and Brand Equity: Exploring the Role of Customer Satisfaction, Trust and Customer Loyalty among Supermarkets’ Customers in Sri Lanka

Abstract

Purpose: The major objective of the study was to examine the relationship between corporate social responsibility and brand equity with the mediation of customer satisfaction, customer trust and customer loyalty among supermarket customers in Sri Lanka. Design / Methodology / Approach: In order to meet this objective, a survey among 376 customers of supermarkets in Sri Lanka was conducted using a questionnaire. Smart PLS3 was used for this analysis. Findings: The findings reveal that customer satisfaction, customer loyalty and customer trust are created when supermarkets engage in corporate social responsibility in Sri Lanka. Further, findings suggest that except for customer satisfaction, customer trust and customer loyalty are mediating the relationship between CSR activities and brand equity of supermarkets in Sri Lanka. Originality: This study is important for the supermarket sector in Sri Lanka by examining the impact of corporate social responsibility on the supermarkets’ brand equity. This study also contributes to the existing literature.