Effect of social responsibility of banks on customer perception of their brand image (Study: Mellat bank branches in Bushehr)

Document Type : Research Paper

Authors

1 Assistant Professor, Department of Business Management at Persian Gulf University of Bushehr

2 Graduate of Business Management at Persian Golf University of Bushehr, Iran

Abstract

 The aim of this study is conducted to examine the impact of the social responsibility of banks on the perception of the customers of their brand image.This study is applied in terms of objective and correlational type of descriptive-survey in terms of nature of data collection. The study population consisted of all those who use the services of Mellat Bank branches in Bushehr city. The sample size was determined 384 through using available sampling method. A questionnaire was used to collect data. The validity of the questionnaire was confirmed through the content validity and its reliability was confirmed by Cronbach's alpha coefficient. For the analysis of data, structural equation modeling was used through smart PLS software. The results of this study showed that charitable responsibility and moral responsibility had positive impact on all three dimensions of brand image perception (cognitive perception, emotional perception, and sensory perception). On the other hand, economic responsibility had positive impact only on one dimension, perception of brand image (sensory perception), and legal responsibility had positive effect only on one dimension, perception of brand image (emotional perception).
 

Keywords

References

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Quarterly Journal of Brand Management
Volume 4, Issue 3 - Serial Number 11
October 2018
Pages 109-142

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