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...

One of the most important intangible assets for firm’s competitiveness is brand image, reflecting all that which leads to the firm. In the current competitive scenario, the brand must be able to meet stakeholder’s expectations not only regarding visible components of the marketing mix, but also the firm’s value system, including both economical and social values. Thus, corporate social responsi...

The rapid spread of social media has brought new ways for marketers to communicate and manage brands online. Celebrity endorsement has been a popular practice in social media, however, what contributes to its effectiveness has not been fully understood. To address this issue, this study examines the effects of endorsement in social media towards brand attitude and merchandise attractiveness bas...