Antecedents of Brand Image: A Moderated Model of Price Perception, CSR, Advertising, and Product Quality

Abstract

This study examines the influence of corporate social responsibility (CSR), advertising effectiveness, product quality, and price perception on brand Image, alongside the moderating effects of brand loyalty and environmental concern. The study collected the data using the mall intercept method. The study documents that advertising effectiveness, product quality, and price perception have a significant impact on brand image. The study finds that CSR has an insignificant impact on brand image. We also found that environmental concern has an insignificant moderating effect on CSR and brand image. On the contrary, we found that brand loyalty significantly moderates price perception and brand image. One of the reasons for insignificant results on CSR and brand image is perhaps that in Pakistan, consumers have a perception that firms' CSR initiatives are symbolic only. Based on the findings, we suggest that firms seeking to enhance their brand image should prioritize strategies that emphasize fairness in pricing, reinforce product quality, and develop effective advertising campaigns. We also believe that CSR can play an effective role, provided firms target consumers who are highly concerned about the environment.