Sustainability and Social Responsibility

CSR Symbolism Shaping Brand Trust and Brand Evangelism through Consumer-Brand Identification

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Abstract

Corporate Social Responsibility (CSR) has emerged as a critical determinant of consumer-brand relationships in an era where ethical business practices and environmental sustainability are gaining paramount importance (Kim & Lee, 2019). Consumers increasingly make value-driven purchasing decisions, compelling brands to communicate their CSR commitments transparently to foster trust, strengthen consumer-brand identification (CBI), and inspire brand advocacy (Pérez & Rodríguez del Bosque, 2013; Rahman & Chakraborty, 2025). The ability of CSR communication to influence consumer attitudes and behaviors is well-documented, with research indicating that CSR initiatives must be clear, concrete, and measurable to maximize impact (Du et al., 2010). However, there is limited understanding on how symbols associated with ethical and environmental responsibilities in CSR messages lead to CBI shaping brand trust and brand evangelism (e.g., activities about advocating a brand). We have addressed this literature gap in the present study.

Keywords: symbols in CSR activities, CBI, brand trust, and evangelism

How to Cite:

Rahman, M. & Chakraborty, S., (2025) “CSR Symbolism Shaping Brand Trust and Brand Evangelism through Consumer-Brand Identification”, International Textile and Apparel Association Annual Conference Proceedings 82(1). doi: https://doi.org/10.31274/itaa.21571