Yazd University Journal of Business Administration Researches 2645-386X 9 18 2017 12 22 Investigating the Effect of CSR on Brand Equity with the Mediating Role of Brand Personality and Brand Reputation: A case Study of Golrang Investigating the Effect of CSR on Brand Equity with the Mediating Role of Brand Personality and Brand Reputation: A case Study of Golrang 83 106 1098 10.29252/bar.9.18.83 FA Reza Esmaeil Pour Associate Professor, Faculty of Human Science, University of Guilan, Iran Mohsen Akbari Assistant Professor, Faculty of Human Science, University of Guilan, Iran Meysam Masoudi Far MSc. Student of Bussiness Management, Faculty of Human Science, University of Guilan, Iran Journal Article 2015 11 04 One of the most important marketing concepts that are nowadays widely discussed by scholars and experts in marketing is brand equity. In this study, the effect of CSR initiatives on brand equity is investigated with regard to the mediating role of brand personality and brand reputation. The study is an applied one in terms of its objective and correlative in terms of the method. The research population consists of 384 consumers of hygienic products in chain stores in the city of Rasht For hypothesis testing, correlation and structural equation modeling are used. The results show that there is positive and direct effect as well as positive and indirect effect of CSR on brand equity. Indirect effects of CSR on brand equity are supported through the mediating role of brand personality and reputation. The effect of brand reputation is found to be stronger than that of brand personality in the indirect effect on brand equity. One of the most important marketing concepts that are nowadays widely discussed by scholars and experts in marketing is brand equity. In this study, the effect of CSR initiatives on brand equity is investigated with regard to the mediating role of brand personality and brand reputation. The study is an applied one in terms of its objective and correlative in terms of the method. The research population consists of 384 consumers of hygienic products in chain stores in the city of Rasht For hypothesis testing, correlation and structural equation modeling are used. The results show that there is positive and direct effect as well as positive and indirect effect of CSR on brand equity. Indirect effects of CSR on brand equity are supported through the mediating role of brand personality and reputation. The effect of brand reputation is found to be stronger than that of brand personality in the indirect effect on brand equity. https://bar.yazd.ac.ir/article_1098_416364ea02c2f9105e67feff2a0fa286.pdf