Version 1
: Received: 1 July 2023 / Approved: 3 July 2023 / Online: 4 July 2023 (03:41:01 CEST)
How to cite:
Negassa, G.J. The Effect of Corporate Social Responsibility on Brand Equity in the Banking Industry: The Mediating Role of Brand Credibility and Brand Image. Preprints2023, 2023070125. https://doi.org/10.20944/preprints202307.0125.v1
Negassa, G.J. The Effect of Corporate Social Responsibility on Brand Equity in the Banking Industry: The Mediating Role of Brand Credibility and Brand Image. Preprints 2023, 2023070125. https://doi.org/10.20944/preprints202307.0125.v1
Negassa, G.J. The Effect of Corporate Social Responsibility on Brand Equity in the Banking Industry: The Mediating Role of Brand Credibility and Brand Image. Preprints2023, 2023070125. https://doi.org/10.20944/preprints202307.0125.v1
APA Style
Negassa, G.J. (2023). The Effect of Corporate Social Responsibility on Brand Equity in the Banking Industry: The Mediating Role of Brand Credibility and Brand Image. Preprints. https://doi.org/10.20944/preprints202307.0125.v1
Chicago/Turabian Style
Negassa, G.J. 2023 "The Effect of Corporate Social Responsibility on Brand Equity in the Banking Industry: The Mediating Role of Brand Credibility and Brand Image" Preprints. https://doi.org/10.20944/preprints202307.0125.v1
Abstract
The present research endeavours to examine the impact of customers' perceptions regarding a firm's dedication to corporate social responsibility (CSR) on their allegiance to particular banking brands. The mediating factors of brand credibility and image help to facilitate the indirect relationship between corporate social responsibility (CSR) and brand equity, which is the focus of this study. The objective of the research is to investigate the plausible causal association among perceived corporate social responsibility, brand image, brand credibility, and brand equity. The study's data was obtained by conducting a survey among a sample of 320 banking customers in Ethiopia. In order to perform a thorough examination of the data, AMOS version 24.0 and structural equation modelling (SEM) methodologies were employed. The present research endeavours to broaden the conventional comprehension of the advantages that corporate social responsibility (CSR) offers to customers. It aims to address a void in the current literature by scrutinising the impacts of customers' perceptions of CSR, brand credibility, and brand image on their allegiance towards particular banking service brands. The findings of this study carry substantial implications for financial institutions, and the conclusions derived from the results are of considerable significance.
Keywords
Corporate Social Responsibility; Brand Credibility; Brand Equity; Brand Image; Banks
Subject
Business, Economics and Management, Marketing
Copyright:
This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
