The Influence of Corporate Social Responsibility on the Brand Image: The Moderating Role of Consumers' Consciousness in the Jordanian Apparel Industry

Abstract

The purpose of this paper is to explore the effect of corporate social responsibility (CSR) on brand image in the apparel industry in Jordan, using the moderating variable of customer consciousness. The current research uses a quantitative, descriptive, cause-effect, and cross-sectional approach, and also it uses a convenience sampling method. Data was collected from 440 respondents. Results indicate that Jordanian Apparel organizations have medium to highly implementing of all items and constructs of CSR, brand image items, and consciousness items. Moreover, there is a strong relationship between CSR dimensions, a medium relationship be-tween each CSR dimension and brand image, a medium relationship between each CSR dimension and consciousness, a medium relationship between total CSR and brand image, a medium relationship between total CSR and consciousness, and the medium relationship between brand image and consciousness. Results of the first model show that total CSR affects the brand image. Where social responsibility has the highest positive effect, followed by ethical responsibility, then economic responsibility, however, environmental responsibility negatively affects the brand image. The second model shows consciousness moderates the effect of CSR on the brand image. The study recommends longitudinal research on the Jordanian Apparel industry, especially to test the effect of environmental responsibility on the brand image. Moreover, the re-search uses customers’ consciousness as a moderating variable, which improves the effect of CSR on brand image. The Apparel industry organizations in Jordan should revise their daily practices particularly environmental responsibility and/or increase their customers’ awareness of their practices. Finally, the current research contributes to existing studies by using consciousness as a moderating variable.