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Abstract
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Background: The success of organizations depends on customer satisfaction. Organizational managers do various actions in order to achieve this goal. One of the most important steps taken by managers of organizations in this regard is the use of corporate social responsibility.
Aim: The main purpose of this research is to investigate the effect of the role of corporate social responsibility on brand satisfaction by mediating the variables of brand awareness, brand reputation and brand trust.
Methodology: The present research is a descriptive and survey type based on the purpose of applied research, from the point of view of collecting data, and correlation between nature. The research population is all beneficiaries of Iranian insurance services in Bushehr city. Sampling method, available sampling and data collection tool were questionnaires. A total of 389 questionnaires were distributed among the customers of Iran Insurance Company in person. The data analysis method was using Structural Equation Modeling with the help of SPSS and PLS software.
Conclusions: The research findings showed that the role of corporate social responsibility in brand awareness, brand reputation and brand trust has a positive and significant effect. Also, brand awareness, brand reputation and brand trust have a positive and significant effect on brand satisfaction. Economic responsibility has a positive and significant impact on brand awareness, brand reputation and brand trust. Legal liability has a positive and significant impact on brand awareness, but it does not affect brand reputation and brand confidence. Ethical responsibility has a positive and significant impact on brand awareness, brand reputation and brand trust. Humanitarian responsibility has a positive and significant impact on brand awareness, brand reputation and brand trust.
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