“A STUDY ON CONSUMER PERCEPTIONS OF CORPORATE SOCIAL RESPONSIBILITY CREDIBILITY AND ITS IMPACT ON BRAND LOYALTY”

The purpose of this research is to analyze consumer perceptions of Corporate Social Responsibility (CSR) credibility and its impact on brand loyalty. In today’s competitive and dynamic business environment, organizations are increasingly focusing on CSR initiatives to build trust and long-term relationships with customers.The study involves measuring different aspects of CSR credibility such as transparency, trust, ethical practices, and social responsibility. A quantitative research design was used, and primary data was collected through a structured questionnaire from 113 respondents.The data was analyzed using percentage analysis and Chi-square test. The findings reveal that CSR credibility has a significant influence on brand loyalty. The study concludes that companies adopting genuine and transparent CSR practices can enhance customer trust and strengthen brand loyalty.