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How Do Bank Customers’ Perceptions of CSR Influence Marketing Outcomes: Their Trust, Identification, and Commitment?

Author

Listed:
  • Mobin Fatma

    (Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia)

  • Imran Khan

    (Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 12435, Saudi Arabia)

Abstract

The authors of this study aimed to evaluate the links between corporate social responsibility (CSR) activities, trust, identification, and commitment to measure the impact of consumer perceptions of CSR initiatives on these three marketing outcomes (trust, identification, and commitment). A structured questionnaire was administered to 341 bank clients as part of an empirical study to examine the hypotheses. The study’s proposed model was tested in the Indian banking industry and examined the use of the structural equation modeling (SEM) method in the AMOS program. According to the findings, consumers believe that CSR initiatives significantly affect two marketing outcomes (trust and identification). The findings of this study are useful in helping policymakers at various banking institutions comprehend the major impact that CSR initiatives have on influencing consumer behavior. This study provides a greater knowledge of how consumers view CSR and how that impression may affect marketing outcomes.

Suggested Citation

  • Mobin Fatma & Imran Khan, 2023. "How Do Bank Customers’ Perceptions of CSR Influence Marketing Outcomes: Their Trust, Identification, and Commitment?," Sustainability, MDPI, vol. 15(7), pages 1-10, March.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:7:p:6000-:d:1111840
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    References listed on IDEAS

    as
    1. Ishfaq Ahmed & Mian Sajid Nazir & Imran Ali & Mohammad Nurunnabi & Arooj Khalid & Muhammad Zeeshan Shaukat, 2020. "Investing In CSR Pays You Back in Many Ways! The Case of Perceptual, Attitudinal and Behavioral Outcomes of Customers," Sustainability, MDPI, vol. 12(3), pages 1-15, February.
    2. Mobin Fatma & Imran Khan & Zillur Rahman, 2018. "Striving for legitimacy through CSR: an exploration of employees responses in controversial industry sector," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 15(7), pages 924-938, November.
    3. Mobin Fatma & Imran Khan, 2023. "Corporate Social Responsibility and Brand Advocacy among Consumers: The Mediating Role of Brand Trust," Sustainability, MDPI, vol. 15(3), pages 1-10, February.
    4. Glavas, Ante & Kelley, Ken, 2014. "The Effects of Perceived Corporate Social Responsibility on Employee Attitudes," Business Ethics Quarterly, Cambridge University Press, vol. 24(2), pages 165-202, April.
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    6. Bartikowski, Boris & Walsh, Gianfranco, 2011. "Investigating mediators between corporate reputation and customer citizenship behaviors," Journal of Business Research, Elsevier, vol. 64(1), pages 39-44, January.
    7. Andrea Pérez & Ignacio Rodríguez del Bosque, 2013. "Measuring CSR Image: Three Studies to Develop and to Validate a Reliable Measurement Tool," Journal of Business Ethics, Springer, vol. 118(2), pages 265-286, December.
    8. Mohammad Nurunnabi & Yazeed Alfakhri & Demah H. Alfakhri, 2018. "Consumer perceptions and corporate social responsibility: what we know so far," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(2), pages 161-187, June.
    9. Qingyu Zhang & Sohail Ahmad, 2022. "Linking Corporate Social Responsibility, Consumer Identification and Purchasing Intention," Sustainability, MDPI, vol. 14(19), pages 1-17, October.
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