A SYSTEMATIC STUDY OF CORPORATE REPUTATION AND BRAND ATTITUDE THROUGH CORPORATE SOCIAL RESPONSIBILITY: HIGHLIGHTING THE ROLE OF TRANSPARENCY AS A MEDIATING FACTOR

The purpose of this research is to understand more about the interactions between corporate social responsibility (CSR), corporate reputation (CR), and brand attitude (BA) at work. This article lays out a theoretical framework based on the company's resource-based theory. Customer Transparency in this framework is designed to build CR and brand attitude, both directly and indirectly, through CSR. We used a questionnaire survey as a strategy. The survey had 17 items and was graded on a five-point Likert scale (1 representing "strongly disagree" and 5 representing "strongly agree"). The data was acquired from banking users in Pakistan's Lahore region. We estimate the hypothesized links in the conceptual model using Smart PLS 3.2 and structural equation modelling (SEM). CSR has a significant impact on customer retention and brand attitude, according to the findings of this study. In the relationship between CSR, CR, and BA, Transparency has been proven to play a positive and significant effect. The conclusions of this study have a wide range of implications for senior management, marketing professionals, administrators, and policymakers. This study demonstrates how CSR enhances BA and CR. Furthermore, this study reveals that Transparency plays an important role in boosting BA and CR.