Model for assessing the impact of corporate social responsibility, perception, and trust on brand commitment: in the context of Vietnamese enterprises

This study proposes a theoretical framework to explore the impact of corporate social responsibility (CSR) on customer brand commitment, mediated by perceived CSR and brand trust. The Stimulus-Organism-Response (S-O-R) theory and Social Identity Theory (SIT) provide the theoretical underpinnings for explaining how CSR initiatives influence customer perceptions and behaviors. The proposed model outlines five hypotheses: (1) CSR positively impacts brand commitment, (2) CSR positively influences perceived CSR, (3) CSR positively affects brand trust, (4) perceived CSR positively influences brand commitment, and (5) brand trust positively affects brand commitment. The findings of this study offer a conceptual framework for understanding how CSR drives brand commitment.