CSR Communication Effect on Brand Trust: Consumer Survey Data

Preetha P; Sangeetha Lakshman

doi:10.36948/ijfmr.2026.v08i02.70404

CSR Communication Effect on Brand Trust: Consumer Survey Data

Author(s)	Preetha P, Sangeetha Lakshman
Country	India
Abstract	Corporate Social Responsibility communication has come out as strategic tool of creating consumer perception and enhancing brand related performance and competitive and socially responsible markets. This paper will discuss whether the quality of CSR communication and perceived CSR credibility affects brand trust and whether the variation in the exposure levels will result in variations in trust perceptions. The participants of the study provided primary survey data which comprised of 360 consumers who had in the last three months bought in the chosen sector in a structured questionnaire. The research uses Pearson correlation analysis in the determination of the strength of associations between CSR communication quality, perceived CSR credibility and brand trust and one-way ANOVA to determine the difference in trust among the low, medium, and high groups of CSR communication exposure. The results show that there are many significant positive relationships between the quality of CSR communication, perceived credibility, and brand trust. Also, consumers who are more exposed to CSR communication claim much higher rates of trust than those who are less exposed. The research adds to the CSR-trust literature by proving that quality and visibility of communication, as opposed to CSR interaction, is the key determinant of trust development and strategic brand positioning.
Keywords	Keywords: CSR communication, brand trust, perceived credibility, consumer perception, corporate transparency
Field	Business Administration
Published In	Volume 8, Issue 2, March-April 2026
Published On	2026-03-11
DOI	https://doi.org/10.36948/ijfmr.2026.v08i02.70404

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CSR Communication Effect on Brand Trust: Consumer Survey Data

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