Corporate Social Responsibility as a Driver of Bank Brand Image

Document Type : Original Article

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Department of Commerce, College of Management, University of Tehran, Tehran, Iran.

Abstract

Corporate social responsibility (CSR) is defined as the planning and execution of activities aimed at respecting the rights of all stakeholders affected by a company’s decisions. In essence, companies adopting this business model commit themselves to prioritize societal interests over their own business goals. This implies that companies should feel a sense of responsibility towards the society and environment in which they operate and take proactive steps in this regard. Furthermore, in today’s competitive markets, successful brands must present a distinct image to maintain their market position. This research aims to explore the relationship between brand equity and the brand image of Tejarat Bank, with corporate social responsibility serving as a mediating factor. The study is oriented towards applied research and is descriptive in nature. A survey method was employed for data collection, and the correlation method alongside PLS software was utilized for analysis. The statistical population included customers of Tejarat Bank in Tehran. Using a convenient sampling method, 400 questionnaires were distributed among bank branch visitors, and 385 were collected. The results indicate that brand equity significantly impacts both corporate social responsibility and brand image, while corporate social responsibility also has a significant effect on brand image.

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