The Analysis of the Relationship between Corporate Social Responsibility and Trust, Image and Brand Attachment

In this study, the relationship between Corporate Social Responsibility and trust, image and brand Attachment is investigated. The aim of the research is to examine the effect of CSR on the trust, image and brand Attachment of the customers in Shiraz Zamzam Company in iran. The research method is a descriptive survey. The statistical population consists of Customers the Zamzam Company Shiraz in iran. The sample included 298customers, which were selected randomly. Data have been collected by a researcher-developed questionnaire and sampling has been done through census and analyzed using SPSS and PLS. The validity of the instrument was achieved through content validity and the reliability through Cronbach Alpha and composite reliability. It was concluded that the social responsibility variable has an efficient role in Trust and brand And indirectly has a positive impact in brand Attachment. The study discusses important implications regarding uses of CSR for enhancing trust, image and brand Attachment.

trust, image and brand Attachment, Corporate Social Responsibility.