Examining the relationship between corporate social responsibility, corporate reputation and brand equity in Indian banking industry.

Autor:	Aggarwal, Aanchal, Saxena, Noopur
Předmět:	CORPORATE image SOCIAL responsibility of business BRAND equity BANKING industry HOUSE brands STRUCTURAL equation modeling
Zdroj:	Journal of Public Affairs (14723891); Feb2023, Vol. 23 Issue 1, p1-16, 16p
Abstrakt:	This study is an attempt to explain the relationship between corporate social responsibility (CSR), corporate reputation, and brand equity in India's banking sector. The study uses Carroll's Pyramid of CSR and the 'triple bottom line concept' as the theoretical bases for proposing a conceptual model. The data pertaining to 482 saving bank customers were analysed using structural equation modelling for this study. The integrated effect of CSR and corporate reputation on brand equity has been examined using the analyses of both the direct and indirect model paths. The findings show that corporate reputation partially mediates the relationship between CSR and brand equity, and that there exists a direct relationship between CSR and brand equity. This research has significant implications for CSR managers seeking to gain a competitive advantage in the industry by focusing upon the CSR activities that help an organisation build a positive corporate reputation, leading to a high level of brand equity. [ABSTRACT FROM AUTHOR]
Databáze:	Complementary Index
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