Journal of Management Research and Review (JMRR)

The Impact of Corporate Social Responsibility Authenticity on Brand Authenticity in the Sustainable Fashion Industry in Hanoi

Ha, PGS.TS. Nguyen Van, An, Dang Thi Thanh, Anh, Nguyen Phuong, Anh, Nguyen Thi Hai, Dieu, Bui Thuy, Huyen, Doan Thuong

23 April 2026 · Vol. 2, Issue 4, pp. 189-195

DOI: 10.65150/EP-jmrr/V2E4/2026-05

Abstract

This study examines the impact of Corporate Social Responsibility (CSR) authenticity on brand authenticity in the sustainable fashion industry in Hanoi. Drawing on a quantitative research approach, data were collected from 205 respondents, with 197 valid responses used for analysis. CSR authenticity is conceptualized as a multidimensional construct, including community link, reliability, commitment, and congruence, while brand authenticity is measured through continuity, originality, and naturalness. The data were analyzed using Partial Least Squares Structural Equation Modeling (PLS-SEM) to test the proposed hypotheses. The findings indicate that CSR authenticity has a positive and significant impact on brand authenticity. In particular, different dimensions of CSR authenticity contribute to enhancing consumers’ perceptions of brand authenticity to varying degrees. This study contributes to the literature by providing empirical evidence on the role of CSR authenticity in shaping brand authenticity in the context of sustainable fashion, particularly in an emerging market like Hanoi. The findings also offer practical implications for businesses in developing more authentic CSR strategies to strengthen brand positioning and consumer trust.

Keywords: CSR authenticity, brand authenticity, sustainable fashion

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Ha, PGS.TS. Nguyen Van, An, Dang Thi Thanh, Anh, Nguyen Phuong, Anh, Nguyen Thi Hai, Dieu, Bui Thuy, Huyen, & Doan Thuong (2026). The Impact of Corporate Social Responsibility Authenticity on Brand Authenticity in the Sustainable Fashion Industry in Hanoi. Journal of Management Research and Review, 2(4), 189-195. https://doi.org/10.65150/EP-jmrr/V2E4/2026-05

@article{Ha2026,
  title   = {The Impact of Corporate Social Responsibility Authenticity on Brand Authenticity in the Sustainable Fashion Industry in Hanoi},
  author  = {Ha and PGS.TS. Nguyen Van and An and Dang Thi Thanh and Anh and Nguyen Phuong and Anh and Nguyen Thi Hai and Dieu and Bui Thuy and Huyen and Doan Thuong},
  journal = {Journal of Management Research and Review},
  year    = {2026},
  volume  = {2},
  number  = {4},
  pages   = {189-195},
  doi     = {10.65150/EP-jmrr/V2E4/2026-05},
  url     = {https://doi.org/10.65150/EP-jmrr/V2E4/2026-05}
}

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