IDEAS home Printed from https://ideas.repec.org/a/rfh/jprjor/v9y2023i2p433-442.html
   My bibliography  Save this article

Impact of Corporate Social Responsibility on the components of Brand Equity: A study of multichannel banking in the context of Pakistani Banks

Author

Listed:
  • Faisal Masud

    (Hamdard University, Islamabad, Pakistan)

  • Dr. Ali Raza Hamid

    (Hamdard University, Islamabad, Pakistan)

Abstract

This research seeks to investigate the influence of four CSR dimensions on brand equity in the banking sector of Pakistan. A quantitative research methodology was utilized to gather data, whereby a random sample of banking customers were approached as they exited a branch subsequent to completing a transaction. The implementation of a swift post-transaction mode was deemed effective in mitigating the challenge of inadequate customer social responsibility (CSR) awareness. This approach was based on the premise that the customer's most recent branch visit and transaction experience could serve as a prompt to recall their bank's CSR initiatives. The study gathered data from banks located in Islamabad, which serves as the capital city of Pakistan. The findings based on structural equation modelling indicate a statistically significant association with CSR dimensions and brand equity. The present study has significantly contributed to the banking industry of Pakistan.

Suggested Citation

  • Faisal Masud & Dr. Ali Raza Hamid, 2023. "Impact of Corporate Social Responsibility on the components of Brand Equity: A study of multichannel banking in the context of Pakistani Banks," Journal of Policy Research (JPR), Research Foundation for Humanity (RFH), vol. 9(2), pages 433-442.
    • Handle: RePEc:rfh:jprjor:v:9:y:2023:i:2:p:433-442
    as

    Download full text from publisher

    File URL: https://jprpk.com/index.php/jpr/article/view/314/516
    Download Restriction: no
    File URL: https://jprpk.com/index.php/jpr/article/view/314
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Won-Moo Hur & Hanna Kim & Jeong Woo, 2014. "How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation," Journal of Business Ethics, Springer, vol. 125(1), pages 75-86, November.
    2. Öberseder, Magdalena & Schlegelmilch, Bodo B. & Murphy, Patrick E., 2013. "CSR practices and consumer perceptions," Journal of Business Research, Elsevier, vol. 66(10), pages 1839-1851.
    3. Abdullah A. Alakkas & Vivek & Mohinder Paul & Mohammed Kamalun Nabi & Mohammed Arshad Khan, 2022. "Corporate Social Responsibility and Firm-Based Brand Equity: The Moderating Effect of Marketing Communication and Brand Identity," Sustainability, MDPI, vol. 14(10), pages 1-21, May.
    4. Zeynep Gürhan-Canli & Ceren Hayran & Gülen Sarial-Abi, 2016. "Customer-based brand equity in a technologically fast-paced, connected, and constrained environment," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 23-32, June.
    5. Kevin Lane Keller & Donald R. Lehmann, 2006. "Brands and Branding: Research Findings and Future Priorities," Marketing Science, INFORMS, vol. 25(6), pages 740-759, 11-12.
    6. Kevin Lane Keller, 2016. "Reflections on customer-based brand equity: perspectives, progress, and priorities," AMS Review, Springer;Academy of Marketing Science, vol. 6(1), pages 1-16, June.
    7. Sally Baalbaki & Francisco Guzmán, 2016. "A consumer-perceived consumer-based brand equity scale," Journal of Brand Management, Palgrave Macmillan, vol. 23(3), pages 229-251, May.
    8. Chatzipanagiotou, Kalliopi & Veloutsou, Cleopatra & Christodoulides, George, 2016. "Decoding the complexity of the consumer-based brand equity process," Journal of Business Research, Elsevier, vol. 69(11), pages 5479-5486.
    9. Ker-Tah Hsu, 2012. "The Advertising Effects of Corporate Social Responsibility on Corporate Reputation and Brand Equity: Evidence from the Life Insurance Industry in Taiwan," Journal of Business Ethics, Springer, vol. 109(2), pages 189-201, August.
    10. Shu Wang & Ying-Kai Liao & Wann-Yih Wu & Khanh Bao Ho Le, 2021. "The Role of Corporate Social Responsibility Perceptions in Brand Equity, Brand Credibility, Brand Reputation, and Purchase Intentions," Sustainability, MDPI, vol. 13(21), pages 1-19, October.
    11. Pasi Heikkurinen, 2010. "Image differentiation with corporate environmental responsibility," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 17(3), pages 142-152, May.
    12. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
    13. Anupam Singh & Priyanka Verma, 2019. "The impact of corporate social responsibility on brand equity of Indian firms," International Journal of Business Innovation and Research, Inderscience Enterprises Ltd, vol. 20(1), pages 64-86.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Lang, Le Dang & Lim, Weng Marc & Guzmán, Francisco, 2022. "How does promotion mix affect brand equity? Insights from a mixed-methods study of low involvement products," Journal of Business Research, Elsevier, vol. 141(C), pages 175-190.
    2. Bastian Atzger & Elisabete S. Sá & Joaquim Silva, 0. "Exploring sources of voter-based political human brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 0, pages 1-14.
    3. Oriol Iglesias & Stefan Markovic & Jatinder Jit Singh & Vicenta Sierra, 2019. "Do Customer Perceptions of Corporate Services Brand Ethicality Improve Brand Equity? Considering the Roles of Brand Heritage, Brand Image, and Recognition Benefits," Journal of Business Ethics, Springer, vol. 154(2), pages 441-459, January.
    4. Bastian Atzger & Elisabete S. Sá & Joaquim Silva, 2020. "Exploring sources of voter-based political human brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 27(4), pages 481-494, July.
    5. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Sarker, Moniruzzaman & Mohd-Any, Amrul Asraf & Kamarulzaman, Yusniza, 2021. "Validating a consumer-based service brand equity (CBSBE) model in the airline industry," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    7. Hsiu-Hua Chang, 2017. "Consumer Socially Sustainable Consumption: The Perspective toward Corporate Social Responsibility, Perceived Value, and Brand Loyalty," Journal of Economics and Management, College of Business, Feng Chia University, Taiwan, vol. 13(2), pages 167-191, August.
    8. Mª Eugenia López‐Pérez & Iguácel Melero & F Javier Sese, 2017. "Management for Sustainable Development and Its Impact on Firm Value in the SME Context: Does Size Matter?," Business Strategy and the Environment, Wiley Blackwell, vol. 26(7), pages 985-999, November.
    9. Deli Yang & Mahmut Sonmez & Mario Gonzalez & Yi Liu & Carol Y. Yoder, 2019. "Consumer-based brand equity and consumer-based brand performance: evidence from smartphone brands in the USA," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 717-732, November.
    10. Veloutsou, Cleopatra & Chatzipanagiotou, Kalliopi & Christodoulides, George, 2020. "The consumer-based brand equity deconstruction and restoration process: Lessons from unliked brands," Journal of Business Research, Elsevier, vol. 111(C), pages 41-51.
    11. Paul, Justin, 2019. "Masstige model and measure for brand management," European Management Journal, Elsevier, vol. 37(3), pages 299-312.
    12. Teresa Borges-Tiago, Maria & Santiago, Joanna & Tiago, Flavio, 2023. "Mega or macro social media influencers: Who endorses brands better?," Journal of Business Research, Elsevier, vol. 157(C).
    13. Federico Brunetti & Ilenia Confente & Hans Ruediger Kaufmann, 2019. "The human dimension of a brand influences brand equity: an empirical examination in the context of a luxury and a convenience brand," Journal of Brand Management, Palgrave Macmillan, vol. 26(6), pages 634-645, November.
    14. Chatzipanagiotou, Kalliopi & Christodoulides, George & Veloutsou, Cleopatra, 2019. "Managing the consumer-based brand equity process: A cross-cultural perspective," International Business Review, Elsevier, vol. 28(2), pages 328-343.
    15. Rojas-Lamorena, Álvaro J. & Del Barrio-García, Salvador & Alcántara-Pilar, Juan Miguel, 2022. "A review of three decades of academic research on brand equity: A bibliometric approach using co-word analysis and bibliographic coupling," Journal of Business Research, Elsevier, vol. 139(C), pages 1067-1083.
    16. Mitra, Satanik & Jenamani, Mamata, 2020. "OBIM: A computational model to estimate brand image from online consumer review," Journal of Business Research, Elsevier, vol. 114(C), pages 213-226.
    17. J. Alfredo Flores‐Hernández & Jesús J. Cambra‐Fierro & Rosario Vázquez‐Carrasco, 2020. "Sustainability, brand image, reputation and financial value: Manager perceptions in an emerging economy context," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(4), pages 935-945, July.
    18. Hee-Kyung Koh & Regina Burnasheva & Yong Gu Suh, 2022. "Perceived ESG (Environmental, Social, Governance) and Consumers’ Responses: The Mediating Role of Brand Credibility, Brand Image, and Perceived Quality," Sustainability, MDPI, vol. 14(8), pages 1-15, April.
    19. Cleopatra Veloutsou, 2023. "Enlightening the brand building–audience response link," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 550-566, November.
    20. Won-Moo Hur & Hanna Kim & Jeong Woo, 2014. "How CSR Leads to Corporate Brand Equity: Mediating Mechanisms of Corporate Brand Credibility and Reputation," Journal of Business Ethics, Springer, vol. 125(1), pages 75-86, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:rfh:jprjor:v:9:y:2023:i:2:p:433-442. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Muhammad Irfan Chani (email available below). General contact details of provider: https://edirc.repec.org/data/rffhlpk.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.