Examining the Role of Corporate Social Responsibility in Enhancing Mall Brand Image: A Quantitative Study in the Philippines

This study aimed to assess the consumers' awareness of the corporate social responsibility (CSR) implemented by selected malls, the CSR extent of implementation, and the relationship of CSR initiatives implemented by malls to the brand image perception among Filipino consumers. A survey-based approach was used to collect data from 385 Filipino customers who frequent malls in the Philippines, in particular, utilizing a descriptive-correlational research design. It was found out that environmental, ethical, and philanthropic CSR initiatives were mostly implemented by malls in the Philippines with an Average weighted mean of 3.62. Furthermore, the respondents were aware of the CSRs implemented by malls with an Average weighted Mean = 3.95. Consequently, the regression model showed that the variable CSR Awareness explained 63.86% of the variance from the variable CSR Implementation, such that CSR Awareness greatly influenced CSR implementation. On the other hand, the regression model showed that the variables Trust, Credibility, and Reputation explained 77.82% of the variance from the variable CSR Implementation. As gleaned from the findings, malls that consistently implement CSR programs are seen more favorably by consumers, resulting in a stronger brand image. This positive perception has the potential to attract more customers and build client loyalty. Researchers recommend that malls must effectively communicate their CSR activities to enhance awareness levels among consumers.