The Moderating Effect of Brand Trust during COVID -19 Pandemic in the relationship between CSR practices and Brand Loyalty of Egyptian Commercial Banks

Abstract

This study investigates the influence of corporate social responsibility (CSR) practices on brand loyalty (BL) through the moderating effect of brand trust (BT), especially during periods of socioeconomic strain exemplified by the current COVID-19 pandemic. Data were collected from 677 customers of commercial banks operating in Egypt. Structural equation modelling was used to evaluate the hypothesized relationships concurrently. Findings showed a significant impact of the CSR practices on BL. Evidence reinforced the concept that banks could use (CSR) practices as a marketing strategy to enhance BL. Results also indicated that BT had a significant impact on BL. Lastly, BT showed a moderating role in strengthening the impact of CSR on BL. In the light of results and limitations, recommendations were suggested to maximize the effect of CSR practices on BL