International Journal of Management, Accounting and Economics Vol. 2, No. 6, June, 2015 ISSN 2383-2126 (Online) © IJMAE, All Rights Reserved www.ijmae.com 499 The Influence of the Perceptions of Corporate Social Responsibility on Trust toward the Brand Héla Ben Ammar 1 Department of Management, High Business School, Tunis, Tunisia Feten Ben Naoui Department of Management, High Business School, Tunis, Tunisia Imed Zaiem Department of Management, FSEGN, Nabeul, Tunisia Abstract The aim of this research is to study the influence of the perceived corporate social responsibility activities on trust toward the brand, on one hand, and to study the moderating role of personal support various causes, in the other hand. An empirical study conducted in the agribusiness sector revealed that the perceived corporate social responsibility activities have a positive and significant influence on trust toward the brand. Empirical results also showed that the levels and degrees of involvement of consumers in the different causes defended by a company play a moderating role in the relationship between the perceived activities of social responsibility and trust. Keywords: Corporate social responsibility (CSR), trust, personal support for various causes. Cite this article: Ammar, H. B., Naoui, F. B., & Zaiem, I. (2015). The Influence of the Perceptions of Corporate Social Responsibility on Trust toward the Brand. International Journal of Management, Accounting and Economics, 2(6), 499-516. Introduction The multitude of economic crises and global environmental alerts, the massive denunciation of overflows at work and the rise of consumerist associations participated in the growth of socially responsible practices on the part of companies (Barone et al., 2000). These practices which involve the respect of NGOs for human rights, are signs of 1 Corresponding author’s email: h.benammar@gmail.com