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CSR Influence on Brand Loyalty in Banking: The Role of Brand Credibility and Brand Identification

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  • Mobin Fatma

    (Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 11586, Saudi Arabia)

  • Imran Khan

    (Department of Marketing, College of Business Administration, Prince Sultan University, Riyadh 11586, Saudi Arabia)

Abstract

The present research study examines the influence of perceived corporate social responsibility (CSR) on consumer brand loyalty in the banking industry. The present research also examines the indirect relationship between CSR and brand loyalty via brand credibility and brand identification. The causal relationship is tested among perceived CSR, brand identification, brand credibility, and brand loyalty. Data were collected through a survey of banking customers (n = 315) in India. Structural equation modeling techniques (SEM) were employed further to analyze the data with AMOS version 24.0. This study expanded the traditional view of CSR effects on consumers and tried to fill the gap that exists in the literature by analyzing the effect of perceived CSR, brand credibility, and brand identification on consumer brand loyalty in banking services. The findings drawn from the study have significant implications for banking companies.

Suggested Citation

  • Mobin Fatma & Imran Khan, 2023. "CSR Influence on Brand Loyalty in Banking: The Role of Brand Credibility and Brand Identification," Sustainability, MDPI, vol. 15(1), pages 1-13, January.
    • Handle: RePEc:gam:jsusta:v:15:y:2023:i:1:p:802-:d:1022634
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    Cited by:

    1. Imran Khan & Mobin Fatma, 2023. "Understanding the Influence of CPE on Brand Image and Brand Commitment: The Mediating Role of Brand Identification," Sustainability, MDPI, vol. 15(3), pages 1-10, January.
    2. Imran Khan & Mobin Fatma, 2023. "Impact of CSR Authenticity on Brand Advocacy: The Mediating Role of Brand Equity," Sustainability, MDPI, vol. 15(11), pages 1-11, May.
    3. Ibrahim Mutambik, 2023. "Customer Experience in Open Banking and How It Affects Loyalty Intention: A Study from Saudi Arabia," Sustainability, MDPI, vol. 15(14), pages 1-20, July.
    4. Rajesh Sharma, 2024. "Consumer perceived corporate social responsibility and electronic word of mouth in social media: mediating role of consumer–company identification and moderating role of user-generated content," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 523-535, June.
    5. Athanasios Mandilas & Dimitrios Kourtidis & Giannoula Florou & Stavros Valsamidis, 2023. "A Framework for Sustainability Reporting of Renewable Energy Companies in Greece," Sustainability, MDPI, vol. 15(19), pages 1-33, September.
    6. Mehnaz & Jiahua Jin & Azhar Hussain & Muhammad Akib Warraich & Abdul Waheed, 2024. "Impact of perceived CSR practices on customers loyalty. The mediating role of reputation and customer satisfaction," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(5), pages 3724-3734, September.
    7. 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.
    8. Ittefaq, Huma & Akhtar, Naeem & Siddiqi, Umar Iqbal & Islam, Tahir & Kuzior, Aleksandra, 2024. "The betrayal puzzle: Unraveling the connection between inauthenticity, corporate wrongdoing and brand betrayal with avoidance and reparation," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

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