The impact of DSR initiatives on Brand Perception and Consumer Trust with the Consumer awareness as the moderator

Abstract

The DSR incorporates moral, social, and ecological obligations. It has become imperative to consumer awareness and brand image. As they consolidate monetary objectives with social impact, firms should comprehend the consumer perception of corporate social obligation drives, brand image, and consumer awareness. The prevailing study aimed to identify the impact of DSR initiatives on brand perception and consumer trust with consumer awareness as the moderator. The research design was comprised of quantitative and cross-sectional methods and the data was collected from 500 consumers with the help of a convenient sampling technique. The sample was comprised of 250 men and 250 women. The instruments were self-developed and results were statistically analyzed through SPSS. The analysis used in the current study was descriptive, with Correlation analysis for the relationship among the independent variable Digital social responsibility initiatives, the dependent variable Brand perception and Consumer Trust, and the moderator variable Consumer Awareness. T-test analysis for demographic variables, multiple linear regression analysis for moderation as well as Sobel test for mediation and One-Way ANOVA. The results indicated all the instrument's reliabilities lie in an acceptable range. A significant positive relationship among DSR initiatives, Brand Perception, consumer trust, and consumer awareness was observed. Consumer awareness positively moderates the relationship between DSR initiatives (brand perception and consumer trust). The current study incorporates ways to improve DSR initiatives for further increase in brand perception and consumer trust for brands in the future.