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Corporate Social Responsibility (CSR) is viewed as a good marketing tool due to its significant influence on customers' practices. The purpose of this study is to investigate the indirect effect of various measurements of CSR on brand loyalty. The study focus on indirect relationship of CSR on brand loyalty mediated with brand image and the study moderates corporate reputation. This is a conceptual paper based on an indirect relationship of CSR on brand loyalty. This article may provide evidence of an indirect relationship between CSR and brand loyalty through the moderating role of corporate reputation and mediated brand images. Our findings indicate that legal and ethical responsibilities, as two main dimensions of CSR, improve brand loyalty through brand images. Moreover, fulfilments of legal and ethical responsibilities play different roles in improving a brand loyalty. This article is an important step in research on the indirect relationship between CSR and brand loyalty and also it mediates brand image as moderated with corporate reputation. Contribution/ OriginalityThis study comprises a conceptual view on an indirect relationship of CSR and brand loyalty. This article may provide evidence of an indirect relationship between CSR and brand loyalty through the moderating role of corporate reputation and mediated brand images.

Corporate Social Responsibility (CSR) is a marketing tool that significantly affects the consumers' attitude and behavior. The study investigates the positive and negative effects of CSR, consumers' attitude and behavior. Furthermore, examine trust as a mediator between CSR and consumers' attitude and CSR and consumers' behavior also the part of this study. This paper provides companies to understanding regarding the consumers' attitude and behavior about CSR. This study conclude that CSR may be associated with an overall higher performance in positively influence the consumers' attitude and behavior. The CSR is being considered as a showcasing methodology, which adds to the information of administrators and gives more extensive advantages to their organizations by improving an image and building a corporate brand value. The directions in understanding the effect of CSR in fortifying the association with consumers. Contribution/ OriginalityThis paper provides companies to understanding regarding the consumers' attitude and behavior about CSR. The study concludes that CSR may be associated with an overall higher performance in positively influence the consumers' attitude and behavior.

This study investigated the moderated mediation mechanism through which corporate social responsibility affects brand extension success. This study posits that organizational trust mediates the relationship between corporate social responsibility and brand extension success. We further hypothesized that the CSR communication would moderate this process; high CSR communication would strengthen the effect of CSR on brand extension success. The findings showed that CSR positively affects brand extension success via organizational trust. Data were obtained from 316 consumers who have knowledge of the CSR actions of various organizations operating in Pakistan and brand extension. We have selected those organizations for our data collection which are doing CSR in Pakistan. Results are discussed in terms of their implications for both research and practice. Contribution/ OriginalityThis study investigated the moderated mediation mechanism through which corporate social responsibility affects brand extension success. Results are discussed in terms of their implications for both research and practice.