Abstract:

Enterprises, as integral components of the societies in which they operate, extend their organizational framework beyond consumer needs alone. They exhibit sensitivity to societal advancements towards the elements of social marketing. In line with Corporate Social Responsibility (CSR) activities, businesses contribute to society in a planned manner. These well-orchestrated endeavors invariably exert a discernible influence on consumer perceptions. Furthermore, enterprises assume significant roles during disaster periods such as earthquakes and floods, alongside their planned CSR activities. Following the devastating Kahramanmaraş earthquake, which was dubbed a calamity of the century, businesses, alongside the government and citizens, mobilized their resources to address the substantial damages across ten provinces. In this study, the effects of CSR activitieson brand equity and customer satisfaction during the disaster period were examined. Data collected online from 429 participants were analyzed using Structural Equation Modeling. Analysis results show that CSR has a positive effect on brand equity. Moreover, brand equity exhibited a positive and meaningful influence on customer satisfaction. The established model demonstrated that CSR not only directly affects customer satisfaction but also serves as a mediator between CSR and brand equity, ultimately affecting customer satisfaction.

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