The Impact of Corporate Social Responsibility on Brand Trust Applied on Domty

Abstract

Purpose: This study aims to investigate the impact of corporate social responsibility and studying the types of CSR which are Environmental responsibilities, Economic responsibility and Philanthropic responsibilities on DOMTY. Methodology: The researchers used both secondary and primary sources of data to gather information about the research topic. The study used secondary data from articles, journals, and books, and primary data from 219 individuals (121 men and 98 females) using Arabic and English questionnaires and also used interviews with experts and customers. The study analysed the relationship between variables using IBM's statistical software for social sciences (SPSS). Findings: In this research it has been found that There are positive relationships between philanthropic responsibility, environmental responsibility, economic responsibility and brand trust. Recommendations: The study makes a few suggestions to DOMTY on how to improve corporate social responsibility. The research suggests methods to increase consumers' knowledge of corporate social responsibility. These proposals attempt to improve DOMTY's environmental responsibility and increase consumer trust via corporate social responsibility. By implementing these recommendations, Domty should increase philanthropic activities because customer engagement with it and promote sustainable practices in the industry such as green packaging. Originality/Value: This research contributes to the previous research by filling the knowledge gap, as there is a lack of studies that was conducted about CSR activities and trust in Egypt.