Exploring the relationship between corporate social responsibility, brand image and brand equity in Iranian banking industry

Abstract

PurposeThe purpose of this research is to explore the relationship between corporate social responsibility (CSR), brand image (BI) and brand equity (BE) in the banking industry of the Islamic Republic of Iran.Design/methodology/approachUsing the deductive approach as the methodology and 213 valid questionnaires returned by customers of Iranian banks in four big cities of Iran, this study tests the relationship between CSR, BI and BE in eight hypotheses. The data were analyzed by the partial least squares method.FindingsThe results of this research show that CSR has a significant direct effect on BI. Also, BI has a significant direct effect on BE.Originality/valueThis research provides valuable insight for studying the relationship between CSR, BI and BE. The results of this study provide a better understanding of the role of CSR in customers’ attitudes and behaviors in the banking industry.