THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY IN CONSUMER TRUST AND PERCEPTION OF COMPANY IMAGE
THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY IN CONSUMER TRUST AND PERCEPTION OF COMPANY IMAGE

Summary/Abstract: Corporate social responsibility is an issue to which businesses attach great importance today. They coordinate their activities in such a way that they are useful for the environment and society. The purpose of this study is to research how corporate social responsibility influences business image and customer trustworthiness. Furthermore, the study intends to investigate the relationship between corporate image and consumer credibility. We used an online survey with the appropriate sample to obtain data for this topic. This study evaluated corporate social responsibility, business image, and consumer trust in Kosovar food firms across three instruments. According to the study's findings, social responsibility benefits both company image and consumer credibility, and there is a considerable positive association between corporate image and customer credibility. Due to time and cost restrictions, the sample was limited to survey participants. Based on the findings of this study, we recommend that corporate executives pay more attention to the use of social responsibility, as this factor has a direct influence on corporate image and customer credibility, as well as managing the interplay between these two factors.

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