Abstract:
Brand trust is very important for a product
to survive in the market. This research
investigates the relationship between CSR and brand trust, as well as the variables
that best represent CSR. The study empirically measured CSR using an adapted
scale based upon Turker‘s (2009) CSR scale and a brand trust scale developed by
Delgado Ballester and Munuera Aleman (2001). The data for the study was
collected from the consumer survey of Starbucks undertaken in Cikarang. The
findings showed that two components represented CSR which were legal &
employee and ethics & economic. As these components represent CSR, it would
indicate there are different areas that both represent CSR and effect brand trust. In
the multiple regression analysis, the legal & employee component was the most
influential component for th e overall data and the socially responsible company.
Overall this study explores the linkages between CSR and brand trust. This study
provides a foundation for further research and identifies several important
implications for the leaders of organizations to consider in terms of CSR
investment and the effects on brands within their portfolio.
