CSR Influence on Brand Loyalty in Banking: The Role of Brand Credibility and Brand Identification

The present research study examines the influence of perceived corporate social responsibility (CSR) on consumer brand loyalty in banking industry. also indirect relationship between CSR and via credibility identification. causal is tested among CSR, identification, credibility, loyalty. Data were collected through a survey customers (n = 315) India. Structural equation modeling techniques (SEM) employed further to analyze data with AMOS version 24.0. This expanded traditional view effects consumers tried fill gap that exists literature by analyzing effect identification services. findings drawn from have significant implications for companies.