How Corporate Social Responsibility (CSR) Impacts on Corporate Image and Consumers’ Trust with Social Trend as an Extraneous Variable: A Case Study of Red Bull Beverage Co., Ltd.

Abstract

The objectives of this study were: 1) to study how sustainable marketing influences consumer trust 2) to study corporate advertising had influence on consumer trust 3) to study donation activities had influence on consumer trust 4) to study the corporate image and the influence on the trust of consumers with the social trend as a complication and empirical data. The data was analyzed by using the Process method. The analysis results showed that the sustainable marketing, corporate advertising, corporate image trust, and the social trend significant level of 0.05 was influenced by partial mediator on trust, which supported the hypothesis. The organizational image factor influenced the trust variable at 76% and the influence of the complication variable was -1.1% which rejected the hypothesis.