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146718

The Effect of Corporate Social Responsibility on Brand Relationship

Article

Last updated: 22 Jan 2023

Subjects

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Tags

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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. 

DOI

10.21608/cfdj.2021.146718

Keywords

Perceived corporate social responsibility, brand relationship

Authors

First Name

محمد

Last Name

الهنداوي

MiddleName

-

Affiliation

کلية التجارة - جامعة دمياط

Email

hendmarkeg@yahoo.com

City

المنصورة

Orcid

-

First Name

Ahmed

Last Name

Elsetouhi

MiddleName

-

Affiliation

قسم اداره اعمال- کلية التجاره, جامعة المنصوره, المنصوره

Email

asetouhi@horus.edu.eg

City

mansoura

Orcid

-

First Name

سارة

Last Name

الخولي

MiddleName

-

Affiliation

کلية التجارة - جامعة دمياط

Email

-

City

-

Orcid

-

Volume

2

Article Issue

العدد الثاني - الجزء الأول

Related Issue

21644

Issue Date

2021-02-01

Receive Date

2020-10-27

Publish Date

2021-02-01

Page Start

221

Page End

242

Print ISSN

2682-3403

Online ISSN

2682-4531

Link

https://cfdj.journals.ekb.eg/article_146718.html

Detail API

https://cfdj.journals.ekb.eg/service?article_code=146718

Order

7

Type

المقالة الأصلية

Type Code

1,242

Publication Type

Journal

Publication Title

المجلة العلمية للدراسات والبحوث المالية والتجارية

Publication Link

https://cfdj.journals.ekb.eg/

MainTitle

-

Details

Type

Article

Created At

22 Jan 2023