An empirical research of corporate social responsibility on creating the green brand equity: An exploratory of Vietnamese consumers' perception in the bank industry

Abstract

AbstractThis article examined and measured corporate social responsibility's (CSR) affection for green brand equity in the banking sector based on customer perception in the emerging market. The findings showed the importance of CSR in creating overall green brand equity through green brand association, green brand satisfaction, and green brand trust. The research results contribute significantly to expanding the corporate social responsibility theory. Moreover, managers can consider the research findings to develop strong green brand equity in customers' perception by promoting positive social responsibility activities and programs to increase interaction, satisfaction, and trust of customers towards green product brands. However, the research has several limitations, especially in geographical sampling size and sampling techniques.