Corporate Social Responsibility’s Influence on Brand Image in the Automotive Sector: The Corporate Reputation and Product Quality Role

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.