Exploring the three-dimensional effect of corporate social responsibility on brand equity, corporate reputation, and willingness to pay. A study of the fashion industry

Abstract

The fashion sector is considered one of the largest generators of the greatest negative externalities, and the results support this. However, they are making important efforts through actions within the framework of Corporate Social Responsibility to improve their commitment to society and sustainability. This research aims to evaluate the value that consumers place on Corporate Social Responsibility activities in the economic, social and environmental dimensions in the generation of brand equity, corporate reputation and willingness to pay. To achieve this, a methodology based on structural equations (PLS-SEM) has been used based on a questionnaire completed by 269 people. The findings show that each of the CSR dimensions contributes differently to the generation of BE, CR and WTP, also highlighting the value of brand credibility as a variable with an important mediating effect.