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		  <setSpec>DigitalLibraryZielonaGora:Repository:ListJurnals:Management</setSpec> 	      <setSpec>DigitalLibraryZielonaGora:Repository:ListJurnals:Management:Management29</setSpec> 	      <setSpec>DigitalLibraryZielonaGora</setSpec> 	      <setSpec>DigitalLibraryZielonaGora:Repository:Faculties:FacultyEconomicsManagement</setSpec> 	      <setSpec>DigitalLibraryZielonaGora:Repository</setSpec> 	      <setSpec>DigitalLibraryZielonaGora:Repository:Faculties</setSpec> 	      <setSpec>DigitalLibraryZielonaGora:Repository:TypesWork</setSpec> 	      <setSpec>DigitalLibraryZielonaGora:Repository:TypesWork:Articles</setSpec> 	      <setSpec>DigitalLibraryZielonaGora:Repository:ListJurnals</setSpec> 	    </header>
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<dc:title xml:lang="pl"><![CDATA[Does CSR Shape Brand Identity? Impact of CSR on brand equity elements with a moderating role of CSR skepticism in fashion industry in Pakistan]]></dc:title>
<dc:creator><![CDATA[Zafran, Muhammad]]></dc:creator>
<dc:subject xml:lang="pl"><![CDATA[Corporate Social Responsibility (CSR)]]></dc:subject>
<dc:subject xml:lang="pl"><![CDATA[brand identity]]></dc:subject>
<dc:subject xml:lang="pl"><![CDATA[CSR skepticism]]></dc:subject>
<dc:subject xml:lang="pl"><![CDATA[brand loyalty]]></dc:subject>
<dc:subject xml:lang="pl"><![CDATA[brand equity]]></dc:subject>
<dc:subject xml:lang="pl"><![CDATA[społeczna odpowiedzialność biznesu]]></dc:subject>
<dc:subject xml:lang="pl"><![CDATA[tożsamość marki]]></dc:subject>
<dc:subject xml:lang="pl"><![CDATA[lojalność wobec marki]]></dc:subject>
<dc:subject xml:lang="pl"><![CDATA[kapitał marki]]></dc:subject>
<dc:description xml:lang="pl"><![CDATA[Research background and purpose: Corporate social responsibility(CSR) plays a vital role in customer purchase decisions and companies therefore are increasingly engaging in CSR practices to strengthen their brand equity. This study examines the impact of CSR practices on brand loyalty and brand identity through moderated role of CSR Skepticism and perceived CSR engagement.]]></dc:description>
<dc:description xml:lang="pl"><![CDATA[Design/methodology/approach: Quantitative survey forms were used to collect data from customers with sample size of 300 using convenience sampling technique. WarpPLS-8.0 was utilized to analyze the structural equation modeling (SEM) employing the partial least squares (PLS).]]></dc:description>
<dc:description xml:lang="pl"><![CDATA[Findings: Based on hierarchy of effects model, the author of the study proposes that CSR actions of a firm positively influence the brand loyalty and brand identity. Further, skepticism concerning the CSR actions of firms fully moderate the relationship. Whereas, perceived CSR engagement fails to moderate the relationship between CSR and elements of brand equity.]]></dc:description>
<dc:description xml:lang="pl"><![CDATA[Value added and limitations: The study bring forth the role of CSR in shaping brand identity which is key component of brand equity. Fairness in CSR communication builds brand identity and strengthens brand image. CSR is a much broader concept and this study measures only societal and consumers` aspect of CSR which could be one of the limitation of the study.]]></dc:description>
<dc:publisher><![CDATA[Zielona Góra: Faculty of Economics and Management Press]]></dc:publisher>
<dc:contributor><![CDATA[Stankiewicz, Janina - red. nacz.]]></dc:contributor>
<dc:contributor><![CDATA[Preston, Peter- red. jęz.]]></dc:contributor>
<dc:contributor><![CDATA[Zmyślony, Roman - red. statyst.]]></dc:contributor>
<dc:contributor><![CDATA[Skalik, Jan - red.]]></dc:contributor>
<dc:contributor><![CDATA[Moczulska, Marta - red.]]></dc:contributor>
<dc:contributor><![CDATA[Adamczyk, Janusz- red.]]></dc:contributor>
<dc:date><![CDATA[2025]]></dc:date>
<dc:type xml:lang="pl"><![CDATA[artykuł]]></dc:type>
<dc:format xml:lang="pl"><![CDATA[application/pdf]]></dc:format>
<dc:identifier><![CDATA[http://www.zbc.uz.zgora.pl/repozytorium/Content/98119/15_manag2025_1_zafran_does-csr-shape-brand.pdf]]></dc:identifier>
<dc:identifier><![CDATA[https://zbc.uz.zgora.pl/repozytorium/dlibra/publication/109915/edition/98119/content]]></dc:identifier>
<dc:identifier><![CDATA[oai:zbc.uz.zgora.pl:98119]]></dc:identifier>
<dc:source xml:lang="pl"><![CDATA[Management, vol. 29, no 1 (2025)]]></dc:source>
<dc:language><![CDATA[eng]]></dc:language>
<dc:relation><![CDATA[oai:zbc.uz.zgora.pl:publication:109915]]></dc:relation>
<dc:rights xml:lang="pl"><![CDATA[Biblioteka Uniwersytetu Zielonogórskiego]]></dc:rights>
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