Corporate social responsibility's influence on brand image in the automotive sector: The corporate reputation and product quality role

Brahmi, Mohsen et al. Article Corporate social responsibility's influence on brand image in the automotive sector: The corporate reputation and product quality role Administrative Sciences Provided in Cooperation with: MDPI – Multidisciplinary Digital Publishing Institute, Basel Suggested Citation: Brahmi, Mohsen et al. (2025) : Corporate social responsibility's influence on brand image in the automotive sector: The corporate reputation and product quality role, Administrative Sciences, ISSN 2076-3387, MDPI, Basel, Vol. 15, Iss. 4, pp. 1-17, https://doi.org/10.3390/admsci15040121 This Version is available at: https://hdl.handle.net/10419/321265 Standard-Nutzungsbedingungen: Die Dokumente auf EconStor dürfen zu eigenen wissenschaftlichen Zwecken und zum Privatgebrauch gespeichert und kopiert werden. Sie dürfen die Dokumente nicht für öffentliche oder kommerzielle Zwecke vervielfältigen, öffentlich ausstellen, öffentlich zugänglich machen, vertreiben oder anderweitig nutzen. Sofern die Verfasser die Dokumente unter Open-Content-Lizenzen (insbesondere CC-Lizenzen) zur Verfügung gestellt haben sollten, gelten abweichend von diesen Nutzungsbedingungen die in der dort genannten Lizenz gewährten Nutzungsrechte. Terms of use: Documents in EconStor may be saved and copied for your personal and scholarly purposes. You are not to copy documents for public or commercial purposes, to exhibit the documents publicly, to make them publicly available on the internet, or to distribute or otherwise use the documents in public. If the documents have been made available under an Open Content Licence (especially Creative Commons Licences), you may exercise further usage rights as specified in the indicated licence. https://creativecommons.org/licenses/by/4.0/ Received: 12 December 2024 Revised: 19 February 2025 Accepted: 3 March 2025 Published: 25 March 2025 Citation: Brahmi, M., Hussain, Z., Majeed, M. U., Khan, A., Qureshi, M. A., & Bansal, R. (2025). Corporate Social Responsibility’s Influence on Brand Image in the Automotive Sector: The Corporate Reputation and Product Quality Role. Administrative Sciences,15(4), 121. https://doi.org/ 10.3390/admsci15040121 Copyright: © 2025 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/ licenses/by/4.0/). Article Corporate Social Responsibility’s Influence on Brand Image in the Automotive Sector: The Corporate Reputation and Product Quality Role Mohsen Brahmi 1,* , Zahid Hussain 2, Muhammad Ussama Majeed 3, Arman Khan 4, Muhammad Asif Qureshi 5and Rohit Bansal 6 1Department of Economic Sciences, University of Sfax, Sfax 2134, Tunisia 2Department of Business Administration, Khadim Ali Shah Bukhari Institute of Technology, Karachi 74400, Pakistan; [email protected] 3Department of Management Sciences, National University of Modern Languages, Lahore 54000, Pakistan; [email protected] 4Department of Business Administration, Shaheed Benazir Bhutto University, Shaheed Benazirabad, Sindh 67450, Pakistan; [email protected] 5Bahria Business School, Bahria University Karachi Campus, Karachi 75600, Pakistan; [email protected] 6Adjunct Faculty, Rockford College, Rockdale, NSW 2216, Australia; r[email protected] *Correspondence: [email protected] Abstract: This study investigates the impact of perceived corporate social responsibility (CSR) on brand image within the automotive industry. It also examines how company reputation (CR) and product quality (PQ) mediate the relationship between CSR and brand image (BI). Utilizing a sample of 243 clients from the Pakistani automotive sector, data were collected through a survey and analyzed using structural equation modeling (SEM) with AMOS version 24.0. The results indicate that perceived CSR positively influences brand image, with both company reputation and product quality acting as significant mediators. This underscores the importance of CSR initiatives for enhancing brand image. The findings have significant implications for auto manufacturers, highlighting the need to integrate CSR into their strategic brand management to improve company reputation, product quality, and, ultimately, brand image. This study expands the conventional understanding of CSR’s impact on consumer perceptions and addresses a critical gap in the literature. Keywords: CSR; corporate reputation; brand image; product quality; automotive sector 1. Introduction Corporate social responsibility (CSR) has emerged as a crucial element in shaping brand image (BI), especially within the automotive industry. The objective of this research is to investigate the relationship between perceived CSR and BI, with a particular focus on how company reputation (CR) and product quality (PQ) mediate this relationship. The automotive industry, characterized by its complex manufacturing processes, stringent regulatory environments, and significant environmental impact, provides a unique context for exploring these dynamics. Unlike other sectors, the automotive industry must address multiple facets of CSR, including financial, ecological, ethical, and social dimensions, making it an ideal setting for this study. Although the concept is contentious and has been disputed in recent years, CSR is viewed as a vital force behind the development of emerging economies since it helps eradicate poverty and promote learning, development, equality, and sustainable development. Adm. Sci. 2025,15, 121 https://doi.org/10.3390/admsci15040121 Adm. Sci. 2025,15, 121 2 of 17 Greater acceptance by stakeholders greater purchasing intentions decreased financial uncertainty for businesses, and enhanced monetary value are just a few of the benefits of CSR that have been extensively studied in the literature. Adopting ethical business practices as a fundamental organizational value and utilizing them for branding objectives result in this kind of business success. Consequently, the automotive industry is incorporating socially conscious methods and approaches into its operations. Numerous authors (Agyei et al., 2021;Ali et al.,2021) have begun to look for business values in socially conscious endeavors and pinpoint noteworthy CSR initiatives that could assist both society and consumers. Even though studies have looked into how CSR initiatives affect businesses’ advertising, branding, and PQ, there remain some unanswered questions in the automotive sector. Due to the complexity of the manufacturing and service phenomena offered by this industry, the notion of CSR is particularly relevant to these companies but is widely accepted across a variety of industries (Almeida & Coelho,2019). Additionally, it is challenging to assess how customers view CSR initiatives in the automotive industry. CSR initiatives must be extremely delicate and significant in order to influence how consumers view the automobile industry, as they are directly related to the caliber and reputation of a company and its goods. By looking at potential CSR metrics, specifically financial, ecological, and ethical metrics, this investigation aims to comprehend the major determinants of BI in the Pakistani automotive business. Furthermore, the function of PQ and CR as mediating factors in the connection between CSR and BI has not been examined in any previous research. We suggest testing the research model that takes into account how CSR affects brand image through the mediating function of PQ and CR. The existing literature on CSR has extensively explored its impact in various sectors; however, research specifically focusing on the automotive industry remains limited. Previous studies have highlighted the benefits of CSR in terms of greater stakeholder acceptance, increased purchasing intentions, and enhanced company value. However, the automotive sector’s unique challenges and opportunities related to CSR practices have not been comprehensively addressed. Additionally, much of the existing research has been conducted in Western contexts, leaving a gap in understanding CSR’s impact in emerging markets like Pakistan. Consequently, this investigation offers three significant contributions. First, the environmental factor, which may also have an impact on customers’ intents, is rarely taken into account in the majority of CSR literature, which focuses on comprehending and evaluating CSR solely in terms of its regulatory and moral components (Brahmi et al.,2025). This has been seen in many industries where clients, including customers, are inclined to stick with green enterprises. CSR has grown to be extremely common and significant in numerous sectors, especially the automobile sector, despite the fact that research on CSR throughout the automotive industry mostly concentrates on the monetary, legal, moral, and social components of CSR while ignoring the environmental side. Second, in order to clarify its enabling impact on brand, this investigation examines the roles of two significant mediators: PQ and CR (Aggarwal & Saxena,2023). Knowing how CR and PQ affect BI development as an outcome of CSR initiatives is important for marketers because it offers guidance for creating CSR policies and initiatives. It also helps determine how much CSR initiatives strengthen or weaken PQ and CR. The majority of previous research was carried out in a variety of fields in western nations. As a result, assessing CSR initiatives in Asian nations like Pakistan has received very little attention so far. Looking at the different facets of CSR may provide a thorough understanding of the automotive industry’s durability and efficiency, and these insights could be implemented through the use of the instruments provided by CSR. It has been previously proposed that the automotive industry could Adm. Sci. 2025,15, 121 3 of 17 acquire a competitive edge and become more appealing if it was to adopt CSR efforts, which would consequently increase these businesses’ worth. The purpose of this investigation is to ascertain how consumers view corporate social responsibility in the automotive industry. This research particularly aims to determine the following: (1) Is there a relationship between perceived CSR and BI? (2) What actions influence how customers view CSR? (3) How do PQ and CR function as mediators in the relationship between CSR and BI? Even though many academics have examined the connection between CSR and brand loyalty, there is relatively little systematic analysis of how perceived CSR affects BI through CR and PQ, especially in the automotive sector, a gap around which the current research is set up. Out evaluation of the literature and hypothesis creation are presented in the next section, followed by the methodology section, detailing about the approach taken, the outcomes, and the evaluation of our hypothesis assessments. Limitations and future areas of study are presented after the discussion, while the managerial and theoretical consequences of this research are presented in the final section. 2. Theoretical Background CSR Activities An organization’s efforts to ensure the welfare of society and stakeholders via optional operational procedures and corporate resource donations are commonly referred to as CSR (Arghashi et al.,2021). The notion of CSR is fairly broad, based on a wide range of endeavors, including charitable contributions, initiatives for underprivileged groups and minorities, and policies which promote ecologically responsible production (Araújo et al., 2023). Bianchi et al. (2019) indicate that CSR initiatives yield modest but excellent results and gains. CSR also affects the opinions and purchasing patterns of customers. According to Bhattacharya et al. (2020), clients’ brand views, brand equity, and financial expenditure are all positively impacted by perceived CSR. Cowan and Guzman (2020) define CSR as the degree to which a company advantages and makes constructive contributions to society. Although CSR and corporate morality are frequently used interchangeably, CSR is a broader definition of a company’s societal duties, which includes moral business practices (Chikazhe et al.,2020). Numerous experimental studies have demonstrated that consumers’ views of CSR impact business and product assessments, views, and behaviors (Y. J. Kim et al.,2021). Emmanuel and Priscilla (2022) demonstrated that views and assessments of products, as well as company reputation, are influenced by corporate competence and CSR perceptions. Fatma et al. (2018) showed similar consequences and that the impacts of CSR on BI and buying intent are moderated by individual traits, including perceived alignment between one’s own identity and the business’. When taken as a whole, all of these experimental studies show that, in order to determine the degree, timing, and reasons behind the impact of CSR programs on consumer behavior, separate client-level concepts and assessments are required (Mohammad Fraihat et al.,2023). CSR has also been examined in a more plausible scenario, where competitive advantages and activities are accepted, considering the growing significance of CSR tactics (García-Madariaga & Rodríguez-Rivera,2017). Managers must comprehend how customers view their CSR initiatives, both as another modification to the marketing mix and in light of any competitive CSR activities (Ghuslan et al.,2021). Gomez-Trujillo et al. (2020) evaluated empirically the advantages that rival companies would experience if they integrated CSR initiatives into their business positioning. They found that the tactics of a CSR brand trickled down to its goods, increasing the probabilities of a customer buying it and fostering ongoing loyalty, and that promoting a brand via CSR could prove especially successful when rivals adopting similar tactics were lacking. Therefore, there may be a favorable correlation between CSR Adm. Sci. 2025,15, 121 4 of 17 and PQ (Hengboriboon et al.,2022). However, this is not the topic of our research, which instead focuses on how brand CSR moderates the impact of environmental claims on PQ. We contend that, when brands with an effective CSR presence provide environmentally friendly goods, the general quality of said items can increase. CSR could help customers feel less apprehensive about PQ (Hafez,2018), especially when a brand with significant CSR ratings demonstrates ongoing dedication to CSR. In this context, CSR could make unfavorable opinions less apparent during decision making, as it would allow customers to feel less inclined to think that environmental responsibility comes at the expense of product quality. Consequently, sustainability claims would have less of an adverse effect on PQ. 3. Hypothesis Development 3.1. CSR and Product Quality CSR encompasses the responsibilities, commitments, and obligations that businesses undertake to meet the expectations and demands of the general public. It involves ethical practices, sustainable development, and contributions to societal well-being. PQ refers to the entirety of a product’s attributes, from marketing to design, manufacturing, and maintenance, ensuring that said product meets customer demands (Hien et al.,2024;Islam et al.,2021). It is defined as “the sum of characteristics indicating the ability of products to satisfy explicit and implicit expectations,” highlighting the utility and practicality of products (Y. Kim et al.,2023). Product quality is considered a fundamental manifestation of CSR in sustainability initiatives undertaken by companies as it directly influences customer satisfaction and loyalty (Y. Kim & Ferguson,2019). The existing literature suggests that CSR positively impacts PQ, which, in turn, has a significant effect on brand image (BI) and customer loyalty (H. H. Kim & Han,2020). When consumers are satisfied with the quality of a product, they are more likely to continue purchasing and using it, developing trust in the brand and exhibiting loyalty. This loyalty extends to recommending the product to others (Lho et al.,2019). Therefore, adhering to CSR principles is essential for organizations to provide high-quality products, as it positively influences customer loyalty (S. Lee et al., 2020). Several studies have also highlighted the favorable and substantial effect of CSR initiatives on PQ (C. Y. Lee et al.,2017). Based on the aforementioned clarifications and the established relationships between CSR, PQ, and BI, the following hypothesis can be proposed and examined for reliability: H1. Consumer perception of CSR has a positive influence on product quality. 3.2. CSR and Corporate Reputation CSR and CR are positively correlated (Le,2023).The relationship between confidence and views on CSR is facilitated by the concept of social exchange (J. Lee & Lee,2018). CR may be used to describe each stakeholder’s general perception of a business and their degree of confidence (Liu et al.,2024). Because good CSR is a sign of excellent management, stakeholders are more inclined to trust businesses that have solid CSR (Mahmood & Bashir,2020). Consumers’ assessments of a company’s reputation have a positive relationship with their opinions of its CSR initiatives (Nguyen & Pham,2018). Customers’ perceptions of companies’ CSR are correlated with the degree of organizational dedication, which improves evaluations of the reputation of said companies (Narteh & Braimah,2020). Philanthropic endeavors are among the business tactics used to improve a company’s standing with its top executives (Özcan & Elçi,2020). According to the concept of social exchange, consumer reactions may be governed by custom (Pritchard & Wilson,2018). Customers are more inclined to have faith in a business when they believe that said business has acted in such a way as to safeguard the interests of everyone Adm. Sci. 2025,15, 121 5 of 17 involved and is, therefore, deserving of their trust (Ramesh et al.,2019). By concentrating on appropriate CSR initiatives and ways to communicate, companies can improve their corporate reputation (Suki & Suki,2019). Based on the signs they obtain from a company, stakeholders assess said company’s corporate reputation (Singh & Misra,2021). Yang and Basile (2019)’s work centered on CSR’s charitable ideals, which, alongside a business’ management and financial achievements, enhance people’s views of said business’ CSR. A company’s revenues, client devotion, BI, and CR are all enhanced by CSR, as is its ability to draw in and keep clients. CSR enhances CR. According to Van Doorn et al. (2020), improved job fulfillment and lower staff turnover are linked to a favorable CR. Customs and dedication are the glue that keeps communities connected. Therefore, we developed the following hypothesis using reasoning from existing studies. H2. Consumer perception of CSR has a positive influence on corporate reputation. 3.3. Corporate Reputation and Brand Image As previously mentioned, brand image is the first impression that consumers have of an organization. Conversely, an enterprise’s reputation reflects an appropriate judgment regarding its qualities (H. M. Wang et al.,2021). While BI may be created faster with well-thought-out communication programs, business reputations usually develop gradually, as a consequence of ongoing success supported by successful communication (C. C. Wang,2020). Businesses aim to present a true and favorable image to their clients. Additionally, they strive for a positive reputation among stakeholders (S. Wang et al.,2021). As a result, corporations value their reputation and image among their clients. Clients, suppliers, sellers, vendors, collaboration partners, banks, experts, stockholders, government regulators, advocacy groups, consumers, and staff members are the main stakeholders that most large businesses need to be mindful of (Yang & Basile,2019). To thrive in the fierce market rivalry brought about by globalization and advances in technology, businesses (Nese et al.,2025) need to place greater emphasis on their interactions with customers, with a particular focus on their reputation and BI (Zhao et al.,2021). Therefore, a key element that affects a company’s BI is its reputation. Reputation may assist a company in finding a competitive edge that sets it apart from its rivals, helping customers decide to purchase said company’s item or service (H. M. Wang et al.,2021;Yang & Basile,2019). Consumer demands and desires have a substantial influence on BI and CR, leading to improved company attempts to meet customer expectations (Yang & Basile,2019). On the one hand, consumers’ opinions and perceptions of a company’s products and services are favorably affected by its reputation and BI (Zhao et al.,2021). On the other, a company’s reputation greatly influences consumer behaviors towards it, in turn improving the BI (Díaz et al., 2006). We therefore propose the following hypothesis: H3. Corporate reputation has a positive influence on brand image. 3.4. Product Quality and Brand Image PQ is the state of an item’s or service’s appearance, functionality, and traits, stemming from standards of quality, including longevity, accuracy, dependability, ease of use, product maintenance, and additional features, set to satisfy and meet the requirements of clients; specifically, PQ corresponds to societal perception of the sector and its output (Grayson & Hodges,2017). A business can benefit from a positive perception of its products by customers unintentionally comparing them to others (Matten & Moon,2008). Customers’ opinions regarding quality may additionally set aparta brand from its rivals and offer value by encouraging repeated purchases (Carroll,1999). However, if customers have a negative opinion of a product, they can also inform others of it. The majority of individuals is more Adm. Sci. 2025,15, 121 6 of 17 familiar with and appreciates businesses that have been around for a while or are renowned for their brand (Porter & Kramer,2006). Therefore, it is crucial to produce high-quality items in order to gain trust from individuals and engage customers (McWilliams & Siegel, 2001;Joshi & Brahmi,2023). This may be accomplished by interacting with the community, running advertisements, and making sure that the goods manufactured are useful and required by others (Freeman, 2010). Customers who purchase high-quality products from a business with a positive public perception of its brand are more likely to be satisfied, which fosters client dedication to the business’ offerings (Kotler & Lee,2008). Client happiness is impacted by brand perception and PQ. The decision to buy a product is directly impacted by brand perception and PQ (Crane et al.,2014). PQ is an essential precursor of BI, which reflects that a valued and appealing brand can improve customer confidence in the goods and services linked to that brand (Smith,2003). BI has the power to generate brand views, which, in turn, generate connections, and the final purchase of a brand’s product and the desire to repurchase said product are triggered by these attitudes (Sen & Bhattacharya,2001). One definition of brand perception is the general customer’s assessment of said brand. Depending on the customer’s understanding or expertise, this could have a beneficial or negative effect (Maignan & Ferrell,2004). There is a good link between BI and confidence (Donaldson & Preston,1995;Lindgreen & Swaen,2010;Waddock,2008). This is also consistent with studies by Werther and Chandler (2010). Our fourth hypothesis may, therefore, be stated as follows, in light of earlier research: H4. Product quality has a positive influence on brand image. 3.5. CSR and Brand Image The term “BI” explains the attributes of a business that set it apart from others present in the marketplace (Clarkson,1995), as well as how customers view the related brand and/or products, as evidenced by connections ingrained in their memories (Mitchell et al., 1997). The significance and substance of a brand are reflected through its image, which is inseparable from the brand’s identity and is associated with a number of connotations (Campbell,2007). Bansal and Roth (2000) examined the emotional and cognitive aspects of brands in relation to BI: the cognitive aspect is linked to the emotional aspect, expressed through sentiments and views towards the business, whereas the functional component is related to observable qualities which are easily quantifiable (Garriga & Melé,2004; Tripathy et al.,2025). It is essential note that the current paper’s foundation was the examination of these two aspects in order to gauge the BI. Numerous studies have linked CSR and BI. Consumers prefer the goods and services offered by firms that practice CSR via initiatives that improve the planet, the lives of staff members, and the community (Bowen, 2013), because CSR actions have an effect on the BI of said products and services. BI (Dahlsrud,2008) and customer retention significantly improve as a result of CSR, indicating consumer intent to remain loyal to the brand (Scherer & Palazzo,2008), as well as additional behaviors and intentions, such as renewing purchase intentions, giving referrals, and being prepared to pay more for the same product. When a business understands how to establish credibility, encourage confidence, and cultivate a positive reputation in the minds of others, CSR enhances BI (Garriga & Melé,2004), impacting both mental and emotional dimensions (Godfrey & Hatch,2007).In turn, BI has an impact on client fulfillment and contributes to CSR.CSR improves CR among stakeholders and customers, so businesses should develop outreach strategies that assist CSR initiatives and, with them, their reputation (Vogel,2007). Given the above considerations, the following hypothesis emerged: H5. CSR practices have a positive direct influence on brand image. Adm. Sci. 2025,15, 121 7 of 17 3.6. CSR Influences Brand Image via Corporate Reputation and Product Quality According to the concept of social exchange, CSR activities foster trust and confidence among stakeholders, which, in turn, enhance corporate reputation (Shaikh et al.,2023). A positive correlation has been established between CSR and CR, as CSR initiatives signal excellent management and ethical practices, leading stakeholders to perceive a company more favorably (Song et al.,2019). Studies have shown that consumers’ evaluations of a company’s CSR efforts are strongly linked to their perception of the company’s reputation (Nguyen & Pham,2018). When companies engage in CSR activities, they not only fulfill ethical and social responsibilities but also build a stronger, more credible brand image, as perceived by their customers (Hengboriboon et al.,2022).Regarding product quality, CSR plays a significant role in ensuring high standards across the production and service spectrum. The concept of PQ encompasses all product attributes, from marketing and design to manufacturing and maintenance (Krishnan et al.,2025;Aldieri et al.,2021), ensuring that the product meets and exceeds customer expectations (Gomez-Trujillo et al., 2020). Research indicates that CSR positively impacts PQ, leading to higher customer satisfaction and loyalty (Chikazhe et al.,2020). When companies adhere to CSR principles, they are more likely to produce high-quality products, which enhances brand image and fosters customer loyalty (Y. Kim et al.,2023;Jain et al.,2024;Kaushik et al.,2024). Customers who perceive a strong alignment between a company’s CSR activities and the quality of its products are more inclined to trust and remain loyal to the brand (H. M. Wang et al.,2021). Additionally, CSR initiatives encompassing financial, ecological, and ethical metrics contribute to elevating both CR and PQ (Godfrey & Hatch,2007;Brahmi et al.,2024). Companies that implement comprehensive CSR strategies often witness a symbiotic improvement in their reputation and product quality, further reinforcing their brand image (H. M. Wang et al.,2021). The combined effect of enhanced CR and PQ, driven by robust CSR activities, significantly boosts the overall brand image, creating a positive feedback loop which benefits both the company and its stakeholders. Based on these findings, the hypothesis that CSR has a positive indirect influence on brand image via CR and PQ is strongly supported by the existing literature (Missaoui & Brahmi,2025), highlighting the critical role of CSR in shaping consumer perceptions and brand loyalty. H6. CSR has a positive indirect influence on brand image through corporate reputation (a) and product quality (b). 4. Conceptual Framework The conceptual framework (cf. Figure 1) presents the combination of our hypotheses (H1–H6), the dependant variable and independent variables. In the Table 2 the variables’ Items will be described and analyzed. Adm. Sci. 2025,15, 121 8 of 17 Adm. Sci. 2025, 15, x FOR PEER REVIEW 8 of 17 Figure 1. Conceptual Farmework. 5. Methodology 5.1. Data Collection A customized survey was used to collect data for the current study. Among the participants were the clients of two significant Pakistani automakers. The criteria used to select the respondents included an age equal to or over 18 years. The main CSR initiatives mentioned by the chosen automotive companies (such as aiding flood relief, skill-building initiatives, building educational facilities, developing rural areas, etc.) were known to many stakeholders, including consumers. The businesses examined in the study sample were actively involved in CSR activities. To gather data, a no-probability sampling technique was used. Visits to the many automobile dealers in Karachi and the surrounding area were used to gather data. Automotive industry clients filled out 249 questionnaires in total. The age, gender, and economic status of the participants were all spread proportionately (Khoa et al., 2023). According to our initial analysis, 36% of the participants were women, and 64% of the participants were men. The age distribution of the participants was as follows: 30.1% were between the ages of 18 and 35; 36.1% were between the ages of 26and 35; 24.1% were between the ages of 36 and45; and 9.6% were 46 years of age or older. According to the data in Table 1 regarding income distribution, the participants’ median income was between 25,000 and 35,000 PKR. Table 1. Demographic background. Demographics Categories Frequency Percentages (%) Age 18–25 years 75 30.1% 26–35 years 90 36.1% 36–45 years 60 24.1% 46 years and above 24 9.6% Gender Male 130 52.2% Female 119 47.8% Monthly Income Less than 20,000 80 32.1% 25,000–35 , 000 100 40.2% Figure 1. Conceptual Farmework. 5. Methodology 5.1. Data Collection A customized survey was used to collect data for the current study. Among the participants were the clients of two significant Pakistani automakers. The criteria used to select the respondents included an age equal to or over 18 years. The main CSR initiatives mentioned by the chosen automotive companies (such as aiding flood relief, skill-building initiatives, building educational facilities, developing rural areas, etc.) were known to many stakeholders, including consumers. The businesses examined in the study sample were actively involved in CSR activities. To gather data, a no-probability sampling technique was used. Visits to the many automobile dealers in Karachi and the surrounding area were used to gather data. Automotive industry clients filled out 249 questionnaires in total. The age, gender, and economic status of the participants were all spread proportionately (Khoa et al.,2023). According to our initial analysis, 36% of the participants were women, and 64% of the participants were men. The age distribution of the participants was as follows: 30.1% were between the ages of 18 and 35; 36.1% were between the ages of 26 and 35; 24.1% were between the ages of 36 and 45; and 9.6% were 46 years of age or older. According to the data in Table 1regarding income distribution, the participants’ median income was between 25,000 and 35,000 PKR. Table 1. Demographic background. Demographics Categories Frequency Percentages (%) Age 18–25 years 75 30.1% 26–35 years 90 36.1% 36–45 years 60 24.1% 46 years and above 24 9.6% Gender Male 130 52.2% Female 119 47.8% Adm. Sci. 2025,15, 121 15 of 17 Hengboriboon, L., Naruetharadol, P., Ketkeaw, C., & Gebsombut, N. (2022). The impact of product image, CSR and green marketing inorganic food purchase intention: Mediation roles of corporate reputation. Cogent Business & Management,9(1), 2140744. [CrossRef] Hien, N. N., Long, N. T., Ghi, T. N., & Ngan, N. T. T. (2024). Country-of-brand, corporate social responsibility and customer responds: Moderating role of country-of-manufacture and corporate reputation. Global Business Review,12(3), 151–176. [CrossRef] Islam, T., Islam, R., Pitafi, A. H., Xiaobei, L., Rehmani, M., Irfan, M., & Mubarak, M. S. (2021). The impact of corporate social responsibility on customer loyalty: The mediating role of corporate reputation, customer satisfaction, and trust. Sustainable Production and Consumption,25, 123–135. [CrossRef] Jain, G., Shrivastava, A., & Brahmi, M. (2024). Consumer acceptance toward blockchain technology for anti-counterfeiting: Hype, credence or future? International Journal of Business Innovation and Research,34(1), 90–108. [CrossRef] Joshi, M., & Brahmi, M. S. (2023). A mediation-based analysis of emotional intelligence effect on cognition and consumer decisionmaking. International Journal of Public Sector Performance Management,12(1–2), 223–251. [CrossRef] Kaushik, P., Brahmi, M., Kakran, S., & Kansra, P. (2024). The predictive grey forecasting approach for measuring tax collection. Journal of Risk and Financial Management,17(12), 558. [CrossRef] Khoa, B. T., Hung, B. P., & Hejsalem-Brahmi, M. (2023). Qualitative research in social sciences: Data collection, data analysis and report writing. International Journal of Public Sector Performance Management,12(1–2), 187–209. [CrossRef] Kim, H. H., & Han, E. (2020). The application of the theory of planned behavior to identify determinants of donation intention: Towards the comparative examination of positive and negative reputations of nonprofit organizations CEO. Sustainability,12(21), 9134. [CrossRef] Kim, Y., & Ferguson, M. A. (2019). Are high-fit CSR programs always better? The effects of corporate reputation and CSR fit on stakeholder responses. Corporate Communications: An International Journal,24(3), 471–498. [CrossRef] Kim, Y., Hur, W. M., & Lee, L. (2023). Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation. Journal of Retailing and Consumer Services,75, 103436. [CrossRef] Kim, Y. J., Park, J. S., & Jeon, H. M. (2021). Experiential value, satisfaction, brand love, and brand loyalty toward robot barista coffeeshop: The moderating effect of generation. Sustainability,13(21), 12029. [CrossRef] Kotler, P., & Lee, N. (2008). Corporate social responsibility. In Doing the most good for your company and your cause. John Wiley & Sons. Krishnan, D., Brahmi, M., & Archana, K. (2025). Examining the sector-specific ramifications of initial public offering(IPO) underpricing in the Indian stock market. In Converging economic policy, corporate strategy, and technology for emerging economies (pp. 59–82). IGI Global Scientific Publishing. [CrossRef] Le, T. T. (2023). Corporate social responsibility and SMEs’ performance: Mediating role of corporate image, corporate reputation and customer loyalty. International Journal of Emerging Markets,18(10), 4565–4590. [CrossRef] Lee, C. Y., Chang, W. C., & Lee, H. C. (2017). An investigation of the effects of corporate social responsibility on corporate reputation and customer loyalty–evidence from the Taiwan non-life insurance industry. Social Responsibility Journal,13(2), 355–369. [CrossRef] Lee, J., & Lee, Y. (2018). Effects of multi-brand company’s CSR activities on purchase intention through a mediating role of corporate image and brand image. Journal of Fashion Marketing and Management: An International Journal,22(3), 387–403. [CrossRef] Lee, S., Han, H., Radic, A., & Tariq, B. (2020). Corporate social responsibility(CSR) as a customer satisfaction and retention strategy in the chain restaurant sector. Journal of Hospitality and Tourism Management,45, 348–358. [CrossRef] Lho, H., Park, J., & Yu, J. (2019). The effects of corporate social responsibility(CSR)initiatives on brand image, brand prestige, and behavioral intention. International Journal of Tourism and Hospitality Research,33(4), 63–74. [CrossRef] Lindgreen, A., & Swaen, V. (2010). Corporate social responsibility. International Journal of Management Reviews,12(1), 1–7. [CrossRef] Liu, P., Tse, E. C. Y., & He, Z. (2024). Influence of customer satisfaction, trust, and brand awareness in health-related corporate social responsibility aspects of customers revisit intention: A comparison between US and China. Journal of Quality Assurance in Hospitality & Tourism,25(4), 700–726. [CrossRef] Mahmood, A., & Bashir, J. (2020). How does corporate social responsibility transform brand reputation into brand equity? Economic and noneconomic perspectives of CSR. International Journal of Engineering Business Management,12, 1847979020927547. [CrossRef] Maignan, I., & Ferrell, O. C. (2004). Corporate social responsibility and marketing: An integrative framework. Journal of the Academy of Marketing Science,32, 3–19. [CrossRef] Matten, D., & Moon, J. (2008). “Implicit” and “explicit” CSR: A conceptual framework for a comparative understanding of corporate social responsibility. Academy of Management Review,33(2), 404–424. [CrossRef] McWilliams, A., & Siegel, D. (2001). Corporate social responsibility: A theory of the firm perspective. Academy of Management Review, 26(1), 117–127. [CrossRef] Missaoui, I., & Brahmi, M. (2025). Decision to determine the optimal firm’s capital structure: A systematic literature review. Converging Economic Policy, Corporate Strategy, and Technology for Emerging Economies,38(4), 39–58. [CrossRef] Mitchell, R. K., Agle, B. R., & Wood, D. J. (1997). Toward a theory of stakeholder identification and salience: Defining the principle of who and what really counts. Academy of Management Review,22(4), 853–886. [CrossRef] Adm. Sci. 2025,15, 121 16 of 17 Mohammad Fraihat, B. A., ShutaweAln’emi, E. A., BaniAhmad, A. Y., Daoud, M. K., & Almasarweh, M. S. (2023). How corporate social responsibility enhances reputation, and organizational brand image? Journal of Namibian Studies,33(2), 5216–5246. Narteh, B., & Braimah, M. (2020). Corporate reputation and retail bank selection: The moderating role of brand image. International Journal of Retail & Distribution Management,48(2), 109–127. [CrossRef] Nese, A., Brahmi, M., & Aldieri, L. (2025). Discrimination, gender, and immigration: European social survey investigation. In Converging economic policy, corporate strategy, and technology for emerging economies (pp. 197–216). IGI Global Scientific Publishing. [CrossRef] Nguyen, H. N., & Pham, L. X. (2018). The relationship between country-of-origin image, corporate reputation, corporate social responsibility, trust and customers’ purchase intention: Evidence from Vietnam. Journal of Applied Economic Sciences,13(2), 498–509. Özcan, F., & Elçi, M. (2020). Employees’ perception of CSR affecting employer brand, brand image, and corporate reputation. SAGE Open,10(4), 2158244020972372. [CrossRef] Porter, M. E., & Kramer, M. R. (2006). The link between competitive advantage and corporate social responsibility. Harvard Business Review,84(12), 78–92. Pritchard, M., & Wilson, T. (2018). Building corporate reputation through consumer responses to green new products. Journal of Brand Management,25(1), 38–52. [CrossRef] Ramesh, K., Saha, R., Goswami, S., Sekar, & Dahiya, R. (2019). Consumer’s response to CSR activities: Mediating role of brand image and brand attitude. Corporate Social Responsibility and Environmental Management,26(2), 377–387. [CrossRef] Scherer, A. G., & Palazzo, G. (2008). Globalization and corporate social responsibility. In The Oxford handbook of corporate social responsibility. Oxford University Press. Sen, S., & Bhattacharya, C. B. (2001). Does doing good always lead to doing better? Consumer reactions to corporate social responsibility. Journal of Marketing Research,38(2), 225–243. [CrossRef] Shaikh, E., Brahmi, M., Thang, P. C., Watto, W. A., Trang, T. T. N., & Loan, N. T. (2022). Should I stay or should I go? Explaining the turn over intentions with corporate social responsibility (CSR), organizational identification and organizational commitment. Sustainability,14, 6030. [CrossRef] Shaikh, E., Watto, W. A., Brahmi, M., Tunio, M. N., & Lighari, S. N. (2023). Customer satisfaction and Customer loyalty: An empirical case study on the impact of benefits generated through Smartphone applications. International Journal of Public Sector Performance Management,12(1–2), 119–139. [CrossRef] Singh, K., & Misra, M. (2021). Linking corporate social responsibility (CSR) and organizational performance: The moderating effect of corporate reputation. European Research on Management and Business Economics,27(1), 100139. [CrossRef] Smith, N. C. (2003). Corporate social responsibility: Whether or how? California Management Review,45(4), 52–76. [CrossRef] Song, H., Ruan, W., & Park, Y. (2019). Effects of service quality, corporate image, and customer trust on the corporate reputation of airlines. Sustainability,11(12), 3302. [CrossRef] Suki, N. M., & Suki, N. M. (2019). Correlations between awareness of green marketing, corporate social responsibility, product image, corporate reputation, and consumer purchase intention. In Corporate social responsibility: Concepts, methodologies, tools, and applications (pp. 143–154). IGI Global. Tajpour, M., Farsi, J. Y., & Mohsen, B. (2023). A review of corporate social responsibility literature and future directions. Exploring Business Ecosystems and Innovation Capacity Building in Global Economics,38(4), 48–65. [CrossRef] Tripathy, P., Brahmi, M., Pallayil, B., & Mishra, B. R. (2025). Mediating Effects of Foreign Direct Investment Inflows on Carbon Dioxide Emissions. Economies,13(1), 18. [CrossRef] Van Doorn, J., Verhoef, P. C., & Risselada, H. (2020). Sustainability claims and perceived product quality: The moderating role of brand CSR. Sustainability,12(9), 3711. [CrossRef] Vogel, D. (2007). The market for virtue: The potential and limits of corporate social responsibility. Brookings Institution Press. Waddock, S. (2008). Building a new institutional infrastructure for corporate responsibility. Academy of Management Perspectives,22(3), 87–108. [CrossRef] Wang, C. C. (2020). Corporate social responsibility on customer behaviour: The mediating role of corporate image and customer satisfaction. Total Quality Management & Business Excellence,31(7–8), 742–760. [CrossRef] Wang, H. M., Yu, T. H. K., & Hsiao, C. Y. (2021). The causal effect of corporate social responsibility and corporate reputation on brand equity: A fuzzy-set qualitative comparative analysis. Journal of Promotion Management,27(5), 630–641. [CrossRef] Wang, S., Liao, Y. K., Wu, W. Y., & Le, K. B. H. (2021). The role of corporate social responsibility perceptionsin brand equity, brand credibility, brand reputation, and purchase intentions. Sustainability,13(21), 11975. [CrossRef] Werther, W. B., Jr., & Chandler, D. (2010). Strategic corporate social responsibility: Stakeholders in a global environment. Sage. Adm. Sci. 2025,15, 121 17 of 17 Yang, J., & Basile, K. (2019). The impact of corporate social responsibility on brand equity. Marketing Intelligence & Planning,37, 2–17. [CrossRef] Zhao, Y., Abbas, M., Samma, M., Ozkut, T., Munir, M., & Rasool, S. F. (2021). Exploring the relationship between corporate social responsibility, trust, corporate reputation, and brand equity. Frontiers in Psychology,12, 766422. [CrossRef] Disclaimer/Publisher’s Note: The statements, opinions and data contained in all publications are solely those of the individual author(s) and contributor(s) and not of MDPI and/or the editor(s). MDPI and/or the editor(s) disclaim responsibility for any injury to people or property resulting from any ideas, methods, instructions or products referred to in the content.