The Effect of Philanthropy Corporate Social Responsibility on Loyalty by Mediating Corporate Brand Equity and Corporate Reputation

Today, industrial companies are seeking sustainable development as for market complexity. Hence, many researchers knew social responsibility and sustainable development parallel and aligned and they introduce social responsibility foundational for sustainable and Consistent branding. So, this study examine relationship and effects philanthropy corporate social responsibility on loyalty with mediating corporate brand equity and corporate reputation at active food companies in the industrial towns of Tehran. That, data has gathered by easy nonprofit sampling (from purchasing managers of 92 companies). In this study used partial least squared (PLS) method by Smart pls2 software. The results show, philanthropy corporate social responsibility has significant effect with corporate reputation (β= 0.731, t= 14.456) and with corporate brand equity (β= 0.548, t= 5.536). Also, corporate reputation has significant effect on corporate brand equity (β= 0.330, t= 3.189) and loyalty (β= 0.364, t= 2.498); and also, corporate brand equity and loyalty (β= 0.464, t= 3.572). Also, with determine of total effect was recognized that social responsibility has most total effect (0.632) and corporate brand equity has lowest total effect (0.464) on industrial buyer's loyalty.