The impact of corporate social responsibility perception on consumer-based brand equity component: A research on Ford users in Tr81 level 2 region

Nowadays, consumers not only focus on price and quality of product and services for their purchasing behaviour, but also pay attention to what business do for society by choosing brands that are sensitive to social events. Thus with these social responsibility activities, businesses will build up brand loyalty by creating a brand perception that gives attention to social events, increasing brand awareness and perception quality and in this way they will provide an important competition avantage. In this context, aim of this study is to determine the impact of corporate social responsibility perception on consumer-based brand equity component. It is stated that there are deficiences in terms of conceptual framework, measurement and application methods in the fields of both corporate social responsibility and consumer-based brand equity. For this reason, it is estimated that revealing these two concepts with holistic perspective will make a major contribution to literature. Within this context, the study was performed on 357 consumers choosing Frod brand in cities of Zonguldak, Karabuk and Bartin which are stated as TR81 Level 2 region. According to analysis results obtained within the scope of structural equation modeling; it was determined that respect activities to workers creating corporate social responsibility perception and to charity activities and consumers affected brand awareness/ connotation, perception quality and brand loyalty of consumer-based brand equity component in an important way. Within the scope of these results, businesses who want to increase perception of consumer-based brand equity have to pay attention to corporate social responsibility activities