Impact of CSR on Organizational Trust and Brand Authenticity and Their Behavioral Outcomes on Firms

Provided by: Global Journals
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The importance of corporate social responsibility in sustainable business is inevitable throughout the world. This paper aims to investigate long-term relationships between stakeholders and socially responsible companies, reasoning the effect of organizational trust and brand authenticity on such relationships. Trust is a fundamental asset in every business and non-business relationship. Increasing awareness for brand authenticity in society is the most important challenges in branding. As consumers are more aware of the environmental and social implications of their day-to-day consumption intentions, the companies have to be place a higher value on their customers.

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