Explaining the effect of corporate social responsibility on brand trust (Case study: Pegah Fars Company

The concept of social responsibility is becoming more and more important as one of the responsibilities of the organization. This concept is now considered not as part of the legal responsibilities of organizations but as a tradition. The purpose of this study is to explain the effect of corporate social responsibility on brand trust in Pegah Fars company. In this study, corporate social responsibility includes four dimensions (employees, ethics, law and economics). For this purpose, a research questionnaire was distributed among 70 samples from the statistical population, which is all employees of Pegah Fars Company. The research method was descriptive-correlational. To answer the questions and test the research hypotheses with Smart-PLS software, the method of structural equation analysis and path analysis using partial least squares (PLS) method was used. The results showed that among the dimensions of corporate social responsibility, three dimensions (employees, ethics and economics) have a positive and significant effect on brand trust, but the law dimension of social responsibility has no significant effect on brand trust.

: corporate social responsibility, ethics, employees, law, economy, brand trust