The effects of corporate social responsibility on brand equity and brand loyalty with the mediating role of brand reputation (State University vs. Islamic Azad University)

The present study was conducted with the aim of investigating the effects of corporate social responsibility on brand equity and brand loyalty with the mediating role of brand reputation. The research method is descriptive, correlational and in terms of its purpose is applied. The statistical population includes all students of Shahrekord State University and Islamic Azad University, Shahrekord branch in 1401-1400, whose number is equal to 16,647 students of Shahrekord State University and 12,653 students of Islamic Azad University, Shahrekord branch. From this population, 642 people were selected as a sample informed by Cochran's sampling formula using the purposeful method. The analysis of research data was done on two levels, i.e. descriptive level using statistics such as mean and standard deviation, and inferential level using statistics such as structural equation model, and partial least squares. The findings showed that there are positive and significant effects for corporate social responsibility on reputation, brand equity and brand loyalty, directly or indirectly, for private and state universities. There is a significant difference between state university and the Islamic Azad University in the direct and indirect effects of corporate social responsibility on brand loyalty, as well as the effects of brand reputation on brand loyalty.