Abstract
In the highly competitive banking sector, a strong brand represents a vital intangible asset that sets banks apart and enhances their chances of success. Corporate Social Responsibility (CSR) has emerged as a critical factor influencing brand equity (BE), particularly in the context of growing emphasis on sustainable economic development.
This paper investigates the impact of CSR on BE, focusing on two mediating variables: corporate reputation (CR) and customer brand experience (BEx). Using a quantitative research design, this study tests a CSR model tailored for commercial banks, incorporating five dimensions: economic responsibility, ethical responsibility, philanthropic responsibility, environmental responsibility, and legal responsibility.
The findings show that CSR has a strong positive direct impact on BE. However, when CR and BEx act as mediators, the direct effect of CSR on BE diminishes, highlighting their pivotal roles in shaping customer perceptions. These results underscore the importance of CSR activities in enhancing BE while emphasizing the interplay between CSR, reputation, and customer experience.
The paper results provide insights and contribute to existing literature.