Corporate social responsibility and brand loyalty in Organization for Economic Cooperation and Development
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Aws AlHares 
, Amna Mohamed , Mohammed Al Bahr , Mothi Al Khelaifi
This work is licensed under a Creative Commons Attribution 4.0 International License.
Abstract
The current study looks at how customer brand loyalty in the banking sector is impacted by perceived corporate social responsibility (CSR). The current study investigates the indirect link between CSR and brand loyalty through brand identity and believability. The causal link between perceived CSR, brand loyalty, brand identity, and brand credibility is examined. A survey of 330 banking clients in the Organization for Economic Cooperation and Development (OECD) nations was used to get the data. Further data analysis was done using AMOS version 24.0 and structural equation modeling (SEM) methods (Hamad & Cek, 2023). By examining the impact of perceived CSR, brand credibility, and brand identity on customer brand loyalty for banking services, this study broadened the conventional understanding of CSR impacts on consumers and attempted to fill a vacuum in the literature (Svetlozarova Nikolova, 2023). The study’s conclusions have important ramifications for financial organizations. These findings have implications for consumer policymakers when promoting CSR.
Keywords: Corporate Social Responsibility, CSR, Brand Credibility, Brand Loyalty, Brand Identification, Banks
Authors’ individual contribution: Conceptualization — A.A., A.M., M.A.B., and M.A.K.; Methodology — A.A., A.M., M.A.B., and M.A.K.; Validation — A.M.; Formal Analysis — A.A. and A.M.; Investigation — A.A.; Resources — A.A. and A.M.; Data Curation — A.A. and A.M.; Writing — Original Draft — A.A. and A.M.; Writing — Review & Editing —A.M., M.A.B., and M.A.K.; Supervision — A.A.; Project Administration — A.M., M.A.B., and M.A.K.
Declaration of conflicting interests: The Authors declare that there is no conflict of interest.
JEL Classification: D81, G30, G32, G34, G38, M40, M41, M48
Received: 02.04.2023
Accepted: 15.12.2023
Published online: 18.12.2023
How to cite this paper: AlHares, A., Mohamed, A., Al Bahr, M., & Al Khelaifi, M. (2023). Corporate social responsibility and brand loyalty in Organization for Economic Cooperation and Development [Special issue]. Journal of Governance & Regulation, 12(4), 379–389. https://doi.org/10.22495/jgrv12i4siart18
