The Effect of Corporate Social Responsibility on Brand Relationship | ||
| المجلة العلمية للدراسات والبØوث المالية والتجارية | ||
| Article 7, Volume 2, العدد الثاني - الجزء الأول - Serial Number 1, February 2021, Pages 221-242 PDF (581.19 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/cfdj.2021.146718 | ||
| Authors | ||
| Ù…Øمد الهنداوي1; Ahmed Elsetouhi2; سارة الخولي1 | ||
| 1کلية التجارة - جامعة دمياط | ||
| 2قسم اداره اعمال- کلية التجاره, جامعة المنصوره, المنصوره | ||
| Abstract | ||
| This study aims to examine the effect of the dimensions of perceived corporate social responsibility (PCSR) named social, economic and environmental responsibility on brand relationship (BR). In order to achieve the study goal, a model was developed to test the effect relationship between study variables based on data which were collected from 400 banks customers in Damietta governorate. That is through online questionnaire which is designed via Google drive. Structural Equation Modeling (SEM) was adopted via Path analysis which was employed to test the study hypotheses using Warp PLS 7. The study results indicated that there were direct positive significant effects of perceived corporate social responsibility (social, economic and environmental dimensions) on brand relationship. In light of the study results and in view of the great importance of the relationship between the customer and the brand, set of recommendations and future research are proposed to participate in building successful, strong and long lasting relationships with customers. | ||
| Keywords | ||
| Perceived corporate social responsibility; brand relationship | ||
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