Does Trust Mediate in Corporate Social Responsibility (CSR) and Brand Equity Nexus? Empirical Evidence from the Banking Sector

Muhsina Jannat, Md. Mahmudul Haque and Mohammad Ashraful Chowdhury

FIIB Business Review, 2024, vol. 13, issue 3, 340-355

Abstract: The purpose of this study is to examine the role of trust on the CSR and brand-equity nexus in the banking sector of Bangladesh. Using the convenient sampling method and structured questionnaire, the study conducted an online survey of 275 customers of private commercial banks from Bangladesh. This study applied structural equation modelling (SEM) to define the complete structural model to analyse the direct and indirect relationships between study constructs. The results reveal a positive and significant impact of CSR on brand equity. Regarding the mediating effect of trust, the study found a significant impact of trust on the CSR components and the brand-equity nexus. The study’s outcomes enrich the existing literature as a dimension of trust is added as mediating effect on the CSR and brand equity relationship in Bangladesh.

Keywords: Corporate social responsibility; brand equity; trust; SEM; banking sector; Bangladesh (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:sae:fbbsrw:v:13:y:2024:i:3:p:340-355

DOI: 10.1177/23197145221110285

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