author(s)
Dr. Ganesh Appasaheb Jagtap

abstract
One of the most important issues facing contemporary organizations is that of (CSR). This research seeks to discover the advantages of CSR inclusion for company growth by examining the effect of consumers' CSR views on their buying intentions through the mediating roles of brand equity, reliability of brand, & brand reputation. Many organizations' brand marketing strategies now centre on the idea of incorporating social responsibility measures into brand positioning initiatives. There is a plethora of research on the implications of corporate social responsibility on B2C marketplaces and major worldwide brands. The research uses a quantitative strategy, surveying internet cosmetics buyers to gather information. The information gathered from the is analyzed using SPAA 380 responses. Consumers' future purchase intent is influenced by their impressions of a company's commitment to CSR, according to the study's findings. Brand attributes act as a buffer between how consumers feel about a company's CSR efforts and how likely they are to make a purchase from that company. The results provide a significant resource for researchers interested in an experimental study of the issue since previous research hasn't taken a comprehensive approach to validating the influence that CSR had on brand legitimacy, reputation, & equity in the brand. This document is also useful for managers and marketers who want to learn how to create effective marketing strategies and brand management methods.