The Impact of Corporate Social Responsibility on Brand Loyalty through Brand Credibility (Case Study: Saderat Bank of Iran, Bushehr City)

Today, corporate social responsibility is an important issue for most organizations as well as their managers. Generally, Corporate Social Responsibility is a crucial issue and has strategic implications for different companies in all industries. One of the most valuable assets of any company is its brand. The brand equity is an asset which in its light the company can obtain many benefits and maintains the value of company. The main objective of the present research is to evaluate the impact of social responsibility dimensions of company on brand loyalty through brand credibility. This research is an applied research in terms of objective, and descriptive-survey in terms of data collection method. Statistical population of the research consists of all customers of Saderat Bank branches in Bushehr city. The sample size was determined as 388 using convenient sampling method. Furthermore, data were collected through a questionnaire. Validity and reliability of the questionnaire were confirmed using content validity and Cronbach's Alpha coefficient, respectively. Moreover, structural equation modeling was used to analyze the obtained data via Smart PLS software. Findings of this research revealed that all dimensions of social responsibility (economic responsibility, legal responsibility, ethics responsibility, and philanthropic responsibility) have a positive and significant impact on brand credibility of Saderat Bank. In addition, brand credibility of Saderat Bank has a positive and significant impact on brand loyalty.