摘要：The aim of this study is to comprehend the role of trust on the relation between corporate social responsibility (CSR) and brand equity (BE). Based on the literature, three different models have been developed proposing the relationship among the constructs. The models have been evaluated using Structural Equation Modeling. We have used a sample with 148 clients of one of the largest Brazilian banks. From the comparison of the proposed models was verified the absence of support for the direct relation between CSR and brand equity (H1 was not supported). The hypothesis that trust mediates the relationship between CSR – BE (H2) and it is a complete mediation (H2a), were supported. We conclude that actions in CSR result in benefits to the organization (brand equity) through the growing of trust, or in other words, trust mediates completely the relationship between CSR and brand equity.
关键词：Corporate Social Responsibility. Trust. Brand Equity. Banks.;Responsabilidade Social Corporativa. Confiança. Valor de Marca.
