ABSTRACT

Corporate social responsibility (CSR) is a vital construct in the banking industry due to its influence on brand credibility, positive word of mouth, and repeat purchases. The purpose of this research is to examine the influence of the three main dimensions of corporate social responsibility on patronage intentions through the mediating role of brand credibility. Based on a sample of (N = 315) customers in Jordan’s banking sector, structural equation modelling revealed that all of the proposed hypotheses were supported, proving that CSR dimensions have a significant influence on brand credibility and patronage intentions. Additionally, a mediating influence was found for brand credibility on the path between CSR and patronage intentions. Implications for managers are also provided.

摘要

企业社会责任 (CSR) 是银行业的重要组成部分，因为它对品牌信誉、良好的口碑和重复购买产生影响。本研究的目的是通过品牌信誉的中介作用来检验企业社会责任的三个主要维度对惠顾意愿的影响。基于约旦银行业（N = 315）个客户的样本，结构方程模型显示所有提出的假设都得到支持，证明企业社会责任维度对品牌可信度和惠顾意愿有显着影响。此外，在企业社会责任和赞助意向之间的路径上，还发现了品牌可信度的中介影响。还提供了对管理者的启示。