The Effect of Corporate Social Responsibility on Brand Relationship

Abstract

This study aims to examine the effect of the dimensions of perceived corporate social responsibility (PCSR) named social, economic and environmental responsibility on brand relationship (BR). In order to achieve the study goal, a model was developed to test the effect relationship between study variables based on data which were collected from 400 banks customers in Damietta governorate. That is through online questionnaire which is designed via Google drive. Structural Equation Modeling (SEM) was adopted via Path analysis which was employed to test the study hypotheses using Warp PLS 7. The study results indicated that there were direct positive significant effects of perceived corporate social responsibility (social, economic and environmental dimensions) on brand relationship. In light of the study results and in view of the great importance of the relationship between the customer and the brand, set of recommendations and future research are proposed to participate in building successful, strong and long lasting relationships with customers.