The Role of Social Responsibility as a Mediating Variable in the Relationship between Corporate Ethics and Consumer Brand Loyalty (A Field Study of Customers of a Clean Energy Vehicle Replacement Initiative)

The study aimed to: identify the role of corporate social responsibility as a mediating variable in the relationship between corporate ethics and consumer brand loyalty. A field study was conducted on customers of the Clean Energy Vehicle Replacement Initiative. Study Approach: The study relied in its design on the descriptive analytical approach for the potential cause-and-effect relationships between the study variables, as the researchers used the statistical analysis program (SPSS Version 27) to conduct descriptive statistics and test the validity and reliability of the study tool. The researchers reviewed previous studies related to the study variables, and a proposed model was designed for the study hypotheses that clarifies the causal relationship between the study variables, relying on the Structural Equation Modeling (SEM) methodology and the Path Analysis method to clarify the strength of the linear relationship between the study variables, using the AMOS Version 24 program.Study Methodology: Survey forms were distributed to a stratified random sample of (384) participants in the Clean Energy Vehicle Replacement Initiative. An electronic survey form was also administered as a pilot study to a facilitated sample of (45) users of clean energy vehicles. Study Results: The study concluded that there is a statistically significant positive effect of corporate ethics on consumer brand loyalty, a statistically significant positive effect of corporate ethics on corporate social responsibility, and a statistically significant positive effect of corporate social responsibility on consumer brand loyalty. corporate social responsibility mediates the relationship between corporate ethics and consumer brand loyalty. Recommendations: The researchers recommend conducting the study on other initiatives, companies, and brands.