Abstract
ABSTRACT This article focuses on stakeholder corporate social responsibility (CSR) to predict the corporate image (CI) of banking users in Myanmar. Each dimension of stakeholder CSR was applied from a consumer perspective. A structured questionnaire was used to collect data using convenience sampling. Five hundred and seventy-four valid responses were received from banking users and were analyzed using a structural equation model. The results showed a positive and significant relationship between CSR’s four dimensions: CSR targeted at social and non-social stakeholders, at customers, at employees, and at government and CI. CSR targeted at customers was most influential on CI, while CSR targeted at social and non-social stakeholders was the least influential. These results should be used by banks to effectively design and implement CI through application of the stakeholder CSR model. Keywords: Corporate social responsibility, Corporate image, Stakeholder.
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