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.

中文翻译：

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考察印度银行业企业社会责任、企业声誉和品牌资产之间的关系

本研究试图解释印度银行业的企业社会责任 (CSR)、企业声誉和品牌资产之间的关系。该研究使用卡罗尔的企业社会责任金字塔和“三重底线概念”作为提出概念模型的理论基础。本研究使用结构方程模型分析了与 482 名储蓄银行客户有关的数据。企业社会责任和企业声誉对品牌资产的综合影响已经通过对直接和间接模型路径的分析进行了检验。研究结果表明，企业声誉在企业社会责任与品牌资产之间的关系中起部分中介作用，企业社会责任与品牌资产之间存在直接关系。