Investigating the effect of perception of corporate social responsibility on customer-company identification and resistance to negative information in banking sector

The concept of social responsibility has been a vital element in the communication between brands and stakeholders in the last decade. Large and reputable global organisations consider corporate social responsibility as part of their corporate strategy. The purpose of this study is to examine the effect of corporate social responsibility perception on customer-company identification and resistance to negative information. For this purpose, a survey is conducted based on the questionnaire method to collect data from a sample of 200 people who are customers of Bank Saderat branches in Hamadan. The present research is applied in terms of purpose and descriptive research in terms of data collection. A questionnaire was used to measure the research variables, which included three parts: perception of social responsibility, resistance to negative information, and customer-company identification. The reliability of the questionnaire was confirmed using Cronbach's alpha method and its validity was confirmed using convergent validity. Structural equation modelling is performed through Smart PLS software to analyse the data. According to research findings, at the 95% confidence level, perception of social responsibility has a positive and significant effect on resistance to negative information as well as customer-company identification.