Background: One of the buying behaviors is brand preference by consumers, and by knowing the factors affecting consumers' brand preference, strategies can be developed that increase their choice and purchase. provided products and services in a better and more efficient way according to the needs and demands of consumers. Due to the importance of this issue, today marketers use corporate social responsibility programs as an efficient strategy, by creating a positive attitude of consumers towards the brand, improving the brand image by implementing social responsibility programs in the minds of consumers and also gaining trust. The audience towards the brand can influence the brand preference of the consumers and increase it.
Aim: The purpose of this research is to measure the impact of the perception of corporate social responsibility on brand preference by consumers with the role of mediating variables of brand image, brand attitude and trust in the brand, so that effective solutions can be found for Creating brand preference among consumers of banking services and other companies.
Methodology: In terms of the purpose, the present research is among the applied researches and in terms of the method of data collection, it is a descriptive-surveillance and correlational type of research. The statistical population of the present study is made up of all the customers of Bank Saderat banking services in the city of Shiraz. Non-random sampling method (available sampling) was used for sampling, based on which, the sample size was estimated to be 384 people. In order to increase accuracy, 430 questionnaires were distributed and finally, after removing incomplete questionnaires, 410 questionnaires were analyzed. The tool of data collection was a questionnaire, the validity of which was confirmed by the method of content validity and construct validity, and its reliability was confirmed by the method of Cronbach's alpha coefficient. Data analysis and structural equation mode