دانلود رایگان مقاله انگلیسی بررسی رابطه بین مسئولیت اجتماعی شرکت، تصویر برند و ارزش برند در صنعت بانکداری ایران - امرالد 2016

Abstract

Purpose – The purpose of this research is to explore the relationship between Corporate Social Responsibility (CSR), Brand Image (BI), and Brand Equity (BE) in banking industry of the Islamic Republic of Iran. Design/methodology/approach – Using deductive approach as the methodology and 213 valid questionnaires returned by customers of Iranian banks in four big cities; this study testes the relationships between CSR, BI and BE in 8 hypotheses. The data were analyzed by Partial Least Squares (PLS) method. Findings – The results of this research showed that corporate social responsibility has a significant direct effect on brand image. Also, brand image has a significant direct effect on brand equity. Originality/value – This research provides valuable insight for studying the relationship between CSR, brand image and brand equity. The results of this study provide a better understanding of the role of corporate social responsibility in customers’ attitudes and behaviours in the banking industry.

5. Discussion and conclusion

The purpose of this research was to explore the relationship between corporate social responsibility, brand image and brand equity among customers of banks in four big cities of Iran. The findings showed that corporate social responsibility has a significant direct effect on brand image (β= 0.73). Based on several studies, engaging in CSR because of its positive consequences provides a good reputation and increases the brand image (Selvarajh et al., 2012; Sen and Bhattacharya, 2001; Kleina and Dawarb, 2004; Lozano, 2015). Also, the results showed that brand image has a significant direct effect on brand equity (β= 0.78). This finding is in line with the results of previous studies (Biel, 1992; Faircloth et al., 2001; Lee et al., 2011; Porral and Lévy-Mangin, 2015). The results of sub-hypotheses indicated that legal (β= 0.25) and ethical (β= 0.37) responsibilities have a positive effect on functional image. Also, legal (β= 0.32) and ethical (β= 0.44) responsibilities have a positive effect on symbolic image. These findings are in line with the findings of the study done by He and Lai (2014). As results showed, each of legal and ethical responsibilities plays different roles in the formation of brand image. In the other words, performing legal and ethical responsibilities are more effective in the promotion of symbolic image than functional image. Also, ethical responsibility has more effect on functional and symbolic image than legal responsibility. The conditions of Iran can somehow justify these results. Iran is an Islamic country with a competitive banking system. In this country, people accept and select those brands which respect their values and ethical principles. Finally, the findings showed that functional (β= 0.22) and symbolic (β= 0.52) image have a positive effect on brand equity.