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

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.