Corporate social responsibility has become an important consideration in consumer evaluation, brand management, and the development of sustainable competitive relationships. However, the relationship between corporate social responsibility and consumer preference remains theoretically complex because responsible corporate conduct does not automatically translate into favourable consumer choices. This conceptual paper develops an integrated framework explaining how perceived corporate social responsibility may influence consumer preference through two distinct mechanisms: corporate image and brand trust. The framework draws on stakeholder theory, signalling theory, social identity theory, and the stimulus–organism–response perspective. It conceptualises corporate image as an evaluative mechanism reflecting consumers’ overall impressions of an organisation and brand trust as a relational mechanism reflecting confidence in a brand’s reliability and integrity. The paper proposes direct, parallel mediation, and sequential relationships among these constructs while recognising the influence of perceived CSR authenticity, consumer awareness, and brand–cause congruence. Its theoretical contribution lies in clarifying the complementary roles of corporate image and brand trust within a single consumer preference framework and distinguishing preference from purchase intention, loyalty, and advocacy. The paper concludes with theoretical propositions, managerial implications, and directions for empirical investigation, particularly in emerging markets