نوع مقاله : مقاله پژوهشی
عنوان مقاله English
نویسندگان English
The present study examines the relationship between corporate social responsibility (CSR) with brand equity and brand loyalty. Over the past years, the concept of corporate social responsibility has encompassed numerous domains, and interest in corporate social responsibility among organizations has been continuously growing. Statistical processing of data was conducted at the descriptive level using SPSS and at the inferential level using structural equation modeling and SmartPLS 4 software. The research method is descriptive-survey and applied, and the sampling method is non-probability convenience sampling, collected from customers of Bank Saderat in Mashhad. The research instrument was a standard questionnaire. Additionally, the reliability and validity of the questionnaire were assessed using Cronbach's alpha test, composite reliability, and convergent and discriminant validity. The results showed that the Cronbach's alpha of all variables is above 0.7. Also, the composite reliability of all variables was obtained above 0.7, and finally, the convergent validity of all variables is above 0.5, all of which were confirmed. The results of structural equation modeling analysis showed that there is a relationship between corporate social responsibility and brand equity, brand reputation, and brand loyalty. There is a relationship between brand reputation and brand equity and brand loyalty among customers of Bank Saderat in Mashhad. There is a relationship between corporate social responsibility and brand equity and brand loyalty through the mediating role of brand reputation among customers of Bank Saderat in Mashhad.
کلیدواژهها English