Amid intense market competition, companies are increasingly embracing corporate social responsibilityCorporate social responsibility (CSR) activities as a means to gain a competitive edge. CSR activities not only improve a company's overall profitability but also significantly contribute to its long-term sustainabilitySustainability. Also, growing customer expectations to uphold ethical and social responsibilities leads companies to perform CSR activities. Thus, the study aims to investigate the impact of perceived CSR activities (legal, economic, social, and environmental) on brand trust and its subsequent effect on customer loyalty. Additionally, the study examines the mediating role of self-brand connection and brand attitude in the relationship between perceived CSR activities and brand trust. Data were collected through a structured questionnaire from consumers of a major city and nearby cities in India. A total of 199 responses were collected. The data analysis was conducted using Structural Equation Modeling (SEM) techniques, utilizing SPSS for preliminary data handling and AMOS for detailed modeling and analysis. The findings of the study reveal that perceived CSR activities significantly influence self-brand connection and brand attitude. However, only self-brand connection influences brand trust and it subsequently influences customer loyalty. Moreover, the results of the mediation analysis revealed that brand attitude did not mediate the effect of perceived CSR activities on brand trust, but self-brand connection partially moderates the relationship. Thus, the study findings suggest that managers should include CSR as an integral part of a company’s strategy and invest in robust CSR endeavors that align with customers’ expectations. Awareness campaigns can enhance demand and encourage companies to adopt CSR practices.