How corporate social responsibility affects brand equity and loyalty? A comparison between private and public universities

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

“…A loyal customer of financial products repetitively purchases these products and disseminates positive word-of-mouth, encouraging other customers to purchase products of a particular bank rather than another. According to Tan et al (2022), customer trust increases because of societal activities which is a direct result of service consumption and an indirect result of a firm's reputation. Therefore, most firms adopt CSR activities in order to balance between economic, social, and environmental imperatives to satisfy shareholder expectations and make them more loyal to their brand.…”

“…Additionally, it is more likely that the feeling of loyalty between customers would surge if they perceived the organization to be ethical and responsible within its community (Tan et al, 2022;Lacap et al, 2021;Aiello et al, 2021). Due to the significance of the banking sector in the stability and welfare of any economy, most banks have incorporated social and philanthropic practices in their business operations.…”

“…At the same time, most companies naturally seek to attain customer loyalty; a key component to the success of any organization, especially those operating in the service sector. (Tan et al, 2022).…”

“…Indeed, an accumulation of research has shown CSR to be strongly associated with brand loyalty. CSR practices have a significant effect, not only on shareholders, employees, and suppliers, but also on all other stakeholders, particularly customers (e.g., Tan et al, 2022;Nazir et al, 2021;Mahmood & Bashir, 2020;Aljarah & Ibrahim, 2020;Lin & Chung, 2019). CSR, therefore, may be used as a method to boost consumer's BL (Tan et al, 2022;Lagasio et al, 2021;Farid et al, 2019;Rahman et al 2019).…”

“…CSR practices have a significant effect, not only on shareholders, employees, and suppliers, but also on all other stakeholders, particularly customers (e.g., Tan et al, 2022;Nazir et al, 2021;Mahmood & Bashir, 2020;Aljarah & Ibrahim, 2020;Lin & Chung, 2019). CSR, therefore, may be used as a method to boost consumer's BL (Tan et al, 2022;Lagasio et al, 2021;Farid et al, 2019;Rahman et al 2019). However, limited research has been conducted to gage a banking consumer's preferences and responses to various CSR.…”