Does CSR Shape Brand Identity? Impact of CSR on brand equity elements with a moderating role of CSR skepticism in fashion industry in Pakistan

<b>Research background and purpose</b>: Corporate social responsibility(CSR) plays a vital role in customer purchase decisions and companies therefore are increasingly engaging in CSR practices to strengthen their brand equity. This study examines the impact of CSR practices on brand loyalty and brand identity through moderated role of CSR Skepticism and perceived CSR engagement. <b>Design/methodology/approach:</b> Quantitative survey forms were used to collect data from customers with sample size of 300 using convenience sampling technique. WarpPLS-8.0 was utilized to analyze the structural equation modeling (SEM) employing the partial least squares (PLS). <b>Findings:</b> Based on hierarchy of effects model, the author of the study proposes that CSR actions of a firm positively influence the brand loyalty and brand identity. Further, skepticism concerning the CSR actions of firms fully moderate the relationship. Whereas, perceived CSR engagement fails to moderate the relationship between CSR and elements of brand equity. <b>Value added and limitations:</b> The study bring forth the role of CSR in shaping brand identity which is key component of brand equity. Fairness in CSR communication builds brand identity and strengthens brand image. CSR is a much broader concept and this study measures only societal and consumers’ aspect of CSR which could be one of the limitation of the study.