Impact of corporate social responsibility on brand trust and brand loyalty: Case of Uber

Abstract

AbstractThe purpose of this research is to investigate the structural relationship between Uber corporate social responsibility (CSR), brand trust, and brand loyalty. Stakeholder theory is the theoretical foundation of the study. The CSR subdimensions of eco‐friendliness, quarantine, user privacy, user safety, and driver well‐being are used. Amazon Mechanical Turk was employed for data collection. The number of observations is 405. A structural equation model was implemented to test the research hypotheses. This study demonstrated the accountability of stakeholder theory for Uber brand management by showing a significant link between quarantine, user privacy, user safety, driver well‐being, brand trust, and brand loyalty. This study contributes to the literature by validating the explanatory power of stakeholder theory in the case of Uber brand management.