A study to see the impact of Corporate Social Responsibility (CSR) practices on brand equity and consumer loyalty among Indian consumers, and to analyze the mediating role of brand equity in this relationship

Corporate Social Responsibility (CSR) has become a critical component of modern business strategy, shaping consumer perceptions and influencing long-term brand outcomes. In the Indian context, where CSR is both a cultural expectation and a legal requirement, its impact on brand equity and consumer loyalty requires deeper examination. This study investigates the influence of CSR practices on brand equity and consumer loyalty among Indian consumers, while also analyzing the mediating role of brand equity in this relationship. A structured survey was conducted among 400 respondents from the banking and FMCG sectors in India, using a standardized questionnaire with items measuring CSR practices, brand equity, and consumer loyalty. Data were analyzed using Structural Equation Modeling (SEM) with AMOS 26 to test direct and indirect relationships. The results indicate that CSR has a significant positive effect on both brand equity and consumer loyalty. Brand equity was also found to be a strong predictor of consumer loyalty, confirming its role as a strategic driver of consumer commitment. Mediation analysis further revealed that brand equity partially mediates the relationship between CSR and loyalty, suggesting that CSR not only influences loyalty directly but also does so indirectly by enhancing brand equity. The study concludes that CSR should be integrated into brand strategy as a means of strengthening brand equity and fostering long-term consumer loyalty. For Indian firms, effective communication of CSR initiatives can build trust, reinforce brand image, and differentiate brands in competitive markets. The findings extend brand equity theory by positioning CSR as a key antecedent and highlight the managerial importance of linking social responsibility with consumer-focused brand outcomes.