Corporate Social Responsibility and Brand Loyalty in Punjab's Banking Sector: Exploring the Mediating Role of Corporate Branding

Abstract

The purpose of this research paper is to find out the impact of Corporate Social Responsibility (CSR) on brand loyalty with the mediating role of cooperate branding from the customers of the retail banking sector of Punjab, Pakistan. The current study uses the structured survey data collection technique consisting of 5- Likert scale points while collecting the data from 335 individual customers of retail banking sectors of Dera Ghazi Khan city, Punjab, Pakistan. Further, data was analyzed through SEM (structural equation modeling) using SmartPLS (Smart Partial Least Square) software. The study's results suggest a significant positive impact of corporate social responsibility (CSR) on brand loyalty; other developments suggest the positive mediating role between CSR and brand loyalty. Further, the study uses the auxiliary hypothesis, showing a significant positive impact on brand loyalty. Additionally, the study has substantial implications for the managers of banking sectors. This will help managers promote CSR in their banking sectors to increase sustainability and profitability and provide an edge in the market.