Cross-Cultural CSR Communication and Global Brand Equity: The Mediating Role of Consumer Trust in Emerging Markets

This study explores the influence of Corporate Social Responsibility (CSR) on brand equity through consumer trust across five ASEAN countries: Indonesia, Malaysia, Thailand, Vietnam, and the Philippines. In today's global market, CSR is recognized as a vital strategy for multinational corporations (MNCs) seeking to enhance brand loyalty, reputation, and consumer trust. The research adopts a quantitative approach, using a survey administered to 400 consumers to measure perceptions of CSR, trust, and brand equity. Structural Equation Modeling (SEM) was employed to analyze the data and test the mediating role of consumer trust in the relationship between CSR activities and brand equity. The results indicate that CSR initiatives, particularly those focused on environmental sustainability and community engagement, significantly enhance consumer trust. This trust, in turn, positively influences brand equity, emphasizing the critical role of CSR in building long-term consumer relationships. Additionally, the study highlights the importance of cultural sensitivity in CSR strategies, with varying perceptions of CSR across the five ASEAN countries. Collectivistic cultures such as Vietnam and Thailand responded more positively to CSR activities that focused on community welfare, while individualistic cultures like Indonesia and the Philippines valued transparency and ethical practices. These findings suggest that MNCs must tailor their CSR strategies to align with local cultural norms and consumer expectations to maximize their impact on consumer trust and brand equity. The study provides valuable insights for MNCs operating in diverse markets, emphasizing CSR as a strategic tool for enhancing corporate value and brand loyalty.