The role of corporate social responsibility in the relationship between brand reputation and brand equity

Today, corporate social responsibility is an important issue for most organizations and their managers. Corporate social responsibility is a critical issue and has strategic implications for companies in all industries. One of the most valuable assets of any company is its name and trademark. The special value of the brand name and logo is a capital that the company can gain a lot of benefits under which it maintains the value of the company. So; The purpose of this research is to investigate the relationship between the brand's reputation and the special value of the brand, taking into account the social responsibility of the company (Study case: branches of Eindho Bank in Mashhad). done . This research is applied in terms of purpose and descriptive - correlational (survey) in terms of data collection method. The statistical population of the research; It includes all customers of Aindeh Bank in Mashhad. The statistical population of the research is unknown and unspecified, and the rule of thumb method was used to determine the sample size, and 238 people were selected for the sample by the available non-random sampling method. A questionnaire was used to collect information. Cronbach's alpha coefficient was used to measure the reliability of the questionnaires, and the coefficient values for the variables of corporate social responsibility (0.942), brand reputation (0.897) and brand equity (0.913) were obtained. The content validity and face validity of the questionnaire were also confirmed by the supervisor. To analyze the data, descriptive statistics methods were used through Spss27 software and inferential statistics (structural equation method) with the help of SMART PLS3 software. The research findings showed; Brand reputation and corporate social responsibility have a positive and significant relationship with brand equity. Also, corporate social responsibility does not moderate the relationship between brand reputation and brand equity.